Viacom International Media Networks: Gen X Today: My life. My way

This paper describes an international research project in response to a brief by Viacom, the media group, which wanted to renew its understanding of Generation X.

Viacom International Media Networks: Gen X Today: My life. My way

Crowd DNA and Viacom International Media Networks

Laying strong foundations

Our journey with Viacom started with a compelling piece of quant research conducted by research agency Tapestry. They surveyed over 12,000 adults in 21 different countries around the world. This covered a variety of interests, ranging from attitudes to life in general, to more detailed topics like work and career, family and relationships through to politics and the wider world.

Our task was not only to add colour and context to the numbers, but to tell the story of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands