Sofrecom, a digital transformation consulting firm, supports brands in understanding the expectations of younger generations, particularly Generation Z. Through an in-depth methodology and concrete benefits for clients, Sofrecom is committed to providing valuable insights to anticipate the future needs of young people in telecommunications.
The client project
Sofrecom recently conducted an in-depth study on Generation Z, with the primary objective of understanding young people's expectations towards brands, particularly in the telecommunications sector. This study, carried out in 2022 over a period of 3 months, enabled Sofrecom to provide its client with valuable information to anticipate the future needs of this generation.
Methodology implemented by our experts
The methodology implemented by Sofrecom for this study on Generation Z was structured around three distinct phases, aimed at providing an in-depth understanding of the behaviors, expectations, and needs of young people.
- Phase 1 - Insights: This first phase involved identifying the main characteristics of Generation Z, taking into account the specificities of each country studied. Sofrecom analyzed in detail the lifestyle, interests, consumption habits, digital usage, relationships with brands, and media of this generation. This approach allowed for a comprehensive and nuanced portrait of young people's expectations towards brands, highlighting emerging trends and major concerns of this generation.
- Phase 2 - Bench: The second phase of the methodology was dedicated to analyzing how brands, particularly in the telecommunications sector and beyond, respond to the needs and pain points identified in Generation Z. Sofrecom conducted an in-depth comparative study to understand how brands address this generation, highlighting best practices and opportunities for improvement to effectively engage this demanding target.
- Phase 3 - Playground: Finally, the third phase of the methodology allowed Sofrecom to identify the value areas where brands can act to meet young people's expectations in terms of services, marketing approach, offers, products, and concepts. This phase was crucial in proposing concrete and operational recommendations to its clients, with a view to capturing and retaining Generation Z.
Benefits provided to our customer
The study conducted by Sofrecom on Generation Z provided its clients with several concrete advantages. Firstly, by more precisely understanding the behaviors, expectations, and concerns of Generation Z, Sofrecom's partner brands were able to expand their playground to attract these new generations with innovative services, products, and concepts. This fine understanding also allowed for the adaptation of marketing and communication approaches to better engage Generation Z, offering messages and experiences more in line with their expectations.
Moreover, the comparative analysis of brand practices in the telecommunications sector and beyond enabled Sofrecom to provide strategic and operational recommendations to its clients. These recommendations helped identify opportunities for improvement and differentiation for brands, aligning their offers and actions with the specific expectations of Generation Z.
Finally, by identifying the value areas where brands can act to meet young people's expectations, Sofrecom enabled its clients to proactively position themselves in the market, anticipating the future needs of Generation Z in terms of services, products, and concepts. This strategic anticipation offers a significant competitive advantage to Sofrecom's partner brands, allowing them to differentiate and effectively retain Generation Z.
The study conducted by Sofrecom on Generation Z allowed its clients to better understand young people's expectations towards brands, proactively adapt to these expectations, and anticipate the future needs of this generation in telecommunications. Through an in-depth methodology and strategic recommendations, Sofrecom establishes itself as a preferred partner to support brands in understanding and engaging younger generations.SEO Keywords: Generation Z, young people's expectations, telecommunications, market study, digital transformation, youth behavior, marketing strategy.
