How rethinking qualitative research can help brands understand Generation Z

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.

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Young people are the early adopters, pushing innovation and culture forward. It’s important for brands to demystify their worlds so they can stay on top of the pulse of change. Livity, a youth marketing agency, has distilled what it has learned