The Challenge

Understanding truths and trends – at a life, lifestyle, attitudes, behavior and media consumption level for Gen Z audience across India 1 (metros and big towns ) and India 2 (Small towns and villages)

Our Approach

2 -week deep digital ethnography

• Combined daily journaling, social/memetic content sharing, and digital shadowing of their public social handles.

• Included AV recordings of their home environments and ‘plain -speak’ video tasks reflecting on key themes.

• Participants shared access to their media libraries, shopping carts, and wish lists —offering a lens into real - time aspiration and consumption cues.

The Impact

• CONSUMER PROFILING: Delivered a multi -dimensional portrait of the audience —capturing how they live, express, aspire, and consume in a digital -first world.

• CX DECODING FOR COHORT: Revealed underlying emotional codes, social postures, and cultural references driving everyday choices and category engagement.