How rethinking qualitative research can help brands understand Generation Z

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.

Jump to: Definitions | Where to start | Essentials | Checklist | Case studies | Further reading | Sources

Young people are the early adopters, pushing innovation and culture forward. It’s important for brands to demystify their worlds so they can stay on top

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