Reaching Latin
Gen-Z Online Daters
Client
Online dating pioneer
Role
Co-moderator, project manager, report co-writer
Methodology
4 triads, 20 in-depth interviews
Tools
Recollective Diary Platform, Zoom, Google Suites
The Challenge
The client needed a way for their marketeers to understand the complexities of Gen Z Latinx individuals' perspectives on dating and relationships. It aimed to understand the underlying factors shaping their behaviors and preferences in the dating realm, including the influence of media, celebrities, and the broader cultural landscape.
This qualitative research phase marked the beginning of our partnership with the client and provided crucial insights for a subsequent segmentation study.
The Solution
Four triad groups of heterosexual participants, followed by 20 in-depth interviews with LGBTQIA+ participants who were users and non-users of the online dating app.
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​​​As a Latinx Gen Z myself, I was tasked with co-leading half of the interviews alongside a research VP to make participants feel more comfortable sharing their experiences.
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The study concluded with a 40-slide report and with a final presentation to 15 of the client's key stakeholders on driving new user acquisition.