GEN Z
Research
Agency

INSIGHT. STRATEGY. CREATIVE

We’re a diverse and specialist Gen Z research agency that uses hyper-nuanced cultural insight and analysis to position brands at the centre of Gen Z culture while empowering its grassroots communities.

OUR CONSUMER-CENTRIC
CULTURAL INTELLIGENCE AND
RESEARCH PLATFORM

20K

GEN-Z DATA LAKE

55K

HOURS OF CONSUMER
OPINIONS

200

HYPER LOCAL
CULTURAL AUTHORITIES

Our
Approach

CULTURALLY NUANCED INSIGHT

Youth
Experts

Industry-leading youth
consumer and street
culture specialists

Cultural
Intelligence

A global network
Of 200 hyper-local
Cultural authorities

Propietry
Big Data

A live data lake of
20,000 Gen-Z street
culture consumers

We deliver industry-leading Gen Z research and insight through the combination of cultural intelligence, big data and cultural synthesis. Cultural relevance is critical for brand success and sustainability. So, we specialise in surfacing cultural insights that will garner cultural equity, increase your position within the aspiration economy and future-proof your brand. Our research is gathered from diverse, hard-to-reach, inner-city Gen-Z audiences that are responsible for shaping global youth culture and mass trends.

All findings are gathered via our proprietary research platform Frontline and converted into actionable insight and culturally nuanced strategy. All our work is co-authored with the communities at the forefront of culture.

Increasingly, Gen Z audiences buy into brands that reflect their cultural ideology and lifestyle associations. To harness the power of culture and build compelling connections strategies, brands must get closer to their audience; this starts with consumer research.

Our research is co-authored with the communities at the centre of the movements your brand aims to align with.

We know consumers focus their spending on brands that share their cultural positioning and lifestyle associations.

We help our clients unlock the power of diverse and rich consumer insights and social understanding to craft unique and compelling cultural selling propositions. This begins with an informed and robust consumer understanding, this starts with us.

We are the preferred consumer research agency due to our industry-leading hybrid methodology research projects for the world’s foremost consumer brands. We partnered with brands such as Twitter, Puma, adidas, Nike, Levi’s and Budweiser to help position themselves at the centre of their strategic target consumer world.

Over ten years of getting Nerdy with research and insight has provided NERDS with a reputation as an industry disrupter and leading consumer research agency as we help brands unpack consumer mindsets, behaviours, practices, rituals, trends and ideologies.

Gen Z
Experts

The leading global
Gen Z research agency

Cultural
Intelligence

A global network
Of 200 Cultural
authorities

Big Data
Platform

A global data
pool of 20,000
diverse andhard-to-reach
Gen Z consumers

NERDS is the go-to Gen Z research agency due to our cutting-edge mixed methodology research projects for the world’s leading youth culture brands. We have helped brands like Nike, adidas, Havana Club, and Levi’s get to the heart of their audience's wants and needs.

Over ten years of work within the industry, we have established our position as a leading youth research and insight agency, unpacking Gen Z motivations, mindsets, ideologies and associated sub-cultures.

OUR
Methodology

OUR FOUR-STEP METHODOLOGY TURNS OUR RESEARCH FINDINGS INTO ACTIONABLE INSIGHT AND CULTURALLY NUANCED STRATEGY THAT CREATES STRONG CULTURAL RELEVANCE AND HIGH COMMERCIAL VALUE.

Diagnose

The challenge

Test

Hypothesis

Prescribe

Strategic Recommendations

Apply

Creative Solutions

POWERED BY
FRONTLINE

OUR GEN Z CULTURAL INTELLIGENCE AND RESEARCH PLATFORM

Our Gen Z research focuses on brands’ blindspot: the street-culture youth representing 1.1B people across the globe and 55% of Gen Z. Our proprietary research platform FRONTLINE helps brands gain insight into the inner city, youth behaviours that shape global youth culture and mass trends.

Insight

WE UTILISE OUR IN HOUSE PROPRIETARY RESEARCH PLATFORM AND AUDIENCE SPECIALISM TO DELIVER GLOBAL CONSUMER INSIGHT WITH A SUB-CULTURAL LENS.

CULTURAL INTELLIGENCE

A global network of 200 hyper-local cultural authorities

Real time cultural intel

Trend forecasting

Surfacing consumer-centric cultural relevance

CONSUMER PANEL

20,000+ international community

16-25 year olds

Street Culture Inspired Consumers

Middle to lower socio-economic status

They prioritise spending on branded goods

Driving mass trends

Fuelling the street culture phenomenon that’s dominating global youth culture

RESEARCH TOOL

A unique tech-platform for consumer research and consultation

Housed on our own dynamic app

Consumer profiling and segmentation

Real-time interface

Real-time insights

insight

Product Testing & Comms Testing

Product and comms testing, both quantitative and qualitative, ensures future launches are rooted in the consumer and their wants and needs.

Cultural Immersions

Cultural immersions position your brand teams at the heart of your consumers’ cultural landscape, spending time in their world, offering real-time, candid insight into their ideologies, preferences, belief systems and product needs, highlighting how to create a more engaging connection strategy.

Psychographic Profiling & Segmentation

Psychographic profiling provides a unique portrait of a person/group's attitudes, habits, and interests that can be divided into subgroups – or segments – for analysis.

Smartphone Ethnography

Ethnography is a research methodology that observes people in their daily lives to observe and understand how they spend their time, what they think and how they interact with others and brands. Smartphone Ethnography invites respondents to capture, record and share moments throughout their daily lives via their phones, generating real-time insight.

Quantitative Research

Quantitative Research, or “quant”, relates to the gathering and analysis of numerical data. This generates objective results and data relating to a broader number of respondents and can be used to build general conclusions about a wider audience.

Qualitative Research

Qualitative Research or “qual” focuses on smaller respondent numbers and more detailed, in-depth interview techniques such as in-depth interviews, ethnographic studies, focus groups and more. This results in more detailed, emotional responses. When paired with quantitative research, qual can be used to enrich and contextualise the numerical data.

Panels, Workshops & Focus Groups

NERDS works across a number of quant and qual methods, including building bespoke client panels, orchestrating honest and engaging focus groups and hosting constructive and inspiring client and respondent workshops.

Frequently Asked
Questions

Who Are Gen Z?

Generation Z commonly referred to as Gen Z, is a generational cohort between Millenials, or Gen Y, and Generation Alpha or Gen A. Their birth years fall between 1990 and 2010.

Do you only specialise in Gen Z?

NERDS focuses on youth marketing, incorporating age ranges between 11-35 – our capabilities and methodologies also apply beyond these demographics, and we have carried out research across generations.

What is Cultural Intelligence?

Cultural Intelligence uses hyper-nuanced data from a specific cultural expression. This helps us collaborate with brands on building a market strategy informed by data and which will be most effective with the target audience, forming a defendable market position.

Do you conduct research globally?

Yes, NERDS was established in London, but we carry out research projects worldwide.

GEN Z ResearchAgency

OurApproach

OURMethodology