Understanding the Canadian Dating Landscape
Approach
Our research methodology combined 60-minute in-depth interviews with 90-minute triads, allowing us to explore the nuances of Canadian dating culture. We leveraged previous work on US-based Gen Z singles to focus on relevant regional differences. Our conversations delved into drivers, barriers, and gaps in dating apps, paying special attention to Canadian-specific factors such as the increased likelihood of living with parents due to rent prices and other cultural elements. This approach allowed us to paint a comprehensive picture of the Canadian Gen Z dating landscape.
Outcome
Our research yielded valuable insights into how Gen Z Canadians connect with others, both in-person and digitally, specifically in the context of dating and relationships. We uncovered key differences between Canadian and US dating behaviors, providing our client with a nuanced understanding of their target market. The quick-turn, topline report we delivered empowered our client to “own the pen,” allowing them to confidently implement newfound insights into their go-to-market strategy. By providing actionable guardrails and guidelines, we equipped our client with the tools needed to tailor their approach to the unique needs and preferences of Canadian Gen Z singles.
A Workforce to be Reckoned With
Helping a leading platform understand Gen Z's professional mindset in order to attract, retain, and support Gen Z. However, Gen Z poses a challenge. They have a very different relationship with social media and have entered the workforce during a time of significant change.
Illuminating Career Navigation Globally
Exploring how professionals navigate their careers, to inform a professional platform’s product offerings and strategies.
Ensuring the Creative Clicks
Exploring reactions to early stage campaign concepts in the US, Germany and France to drive the development of impactful local market campaigns for a web browser brand.