CASE STUDY DIAMOND PRODUCER ASSOCIATION
Client: DPA
Project:
Millennials‘ Relationship Study
About the project:
What does relationship means to the young millennials in China?
To get down to the truth deep inside the young generations, we reached to five cities with our ethnographer and photographer in China to capture how millennials reveal their real emotions in love and marriage in the daily lives.
We spoke to 50 young fales and 20 males between the ages of 22 – 35 years old in Shanghai, Beijing, Chengdu, Shenyang, Zhanjiang, hearing their thoughts on love, sex marriage and life. Prior to our visits, we tasked them with using their mobile phones to take photos and record their daily feelings that would help us understand who they are and what their lives and relationship look like. Here is what we learned: it’s the small moments that are nurturing a relationship in a rapidly changing society. What millennials fail to find in love is what they fail to find in life.
The results of the study has been used to develop DPA’s brand strategy in China and inspire their commination campaign targeting young millennials.
Service type:
Consumer experience investigation, Trend and culture study of a particular segment
Research method:
Social and Cultural Audit, Consumer Workshop, Ethnography and visual ethnography, Visual Thinking Tools, Expert panel
Image: photos by F Lab from fieldwork in Shanghai, Beijing, Chengdu, Shenyang, Zhanjiang.