In order to fully understand Gen Z and Gen Alpha customers (6 to 14 year-olds), we designed a multidimensional research process that included creativity workshops and semiotics research.

The creativity workshops were co-facilitated by our research team, a pre-school directress, a child psychologist, and a designer. They asked the tweens and teenagers to ideate their “dream” bedrooms, food and snack products. They were instructed to go all out, without thinking of whether their ideas were possible or not.

They were also asked to ideate memes and ads for Potato Corner, as well as how they would “improve” the Potato Corner logo and mascot.

Concurrent to the creativity workshops was a semiotics research facilitated by our sociologists and psychologists. Our team researched and critiqued the TV shows, movies, toys, stores, games, apps, influencers, and websites that the Gen Zs and Gen Alphas patronized throughout the years. We also studied their favorite memes, and social media platforms, esp. TikTok. Our team probed selected Gen Zs and Gen Alphas to share why these types of media connected with them.

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Our multidisciplinary team then processed all the outputs, discoveries and insights from the creativity workshops and the semiotics research. We paid special attention to common themes and patterns that cut across all the data. Finally, we synthesized all the information into new insights on the values, dreams, and motivators of Gen Zs and Gen Alphas, discovering the most significant and relevant ways for the brand to engage with them.