The marketing world is awash with terms such as Generation X Y & Z or ‘Millennials’. No doubt you’ve even heard it bandied about in meetings. Although segmentation by generation is indeed a common strategy in marketing departments, it brings undifferentiated value by assuming that people born at the same time, will consume and think in the same way.
As a general assumption, Millennials are supposed to be detached from tradition and Generation Z expect immediacy when it comes to brands. The latter group now dominates with a third of the world’s population numbering 7.7M in Spain alone. Their commonality is that they question everything and access to information is everywhere.
However, let’s get granular. Imagine two people born in the same year 1990 and month, September. According to this classification, they should be ‘digital natives’ addicted to virtual interaction, to multi-screen consumption and social platforms. However, they may use the same platforms but use and interact with them in completely different ways. Hence, the mistake is to assume people born in the same year will act in the same way. Indeed, according to a recent study conducted by BBH Labs, the data is clear. Our passions, habits and personalities are the key drivers and that people from the same countries show greater affinity than members of the same generation.
This is why Logic Design invests time and resources to understand these nuances. What are the drivers? What makes people tick? These then become the starting points that allow us to provide design solutions that fill real needs, whether these are functional or emotional.
Research studies are specifically designed to answer key questions such as:
- Who is the end-user, what are their attitudes & motivations?
- What do they know about the product or service?
- What needs are being met?
- Frustrations with similar/competitive products?
- How far can you change the product service without going too far?
In short, product and service brands need to focus on behavioural and attitudinal segmentations rather than fancy generational names such as Y Generation. The key is to know what end-users expect from you and know absolutely everything about them. We call this getting under their skin
Bárbara Flores Lugo – Communications
Wontse Prats – UX/UI Designer & Strategy Planning