Understanding Gen Z Using Social Media Analytics

A global recorded music and publishing company wanted to understand the interests and aspirations of younger population.

This could enable the company to produce relevant content and music attractive to this important young generational cohort.

With the youth being most active online, RSB proposed AI based Social Media Analytics approach. Over 1 million Gen Z conversations collected from multiple online sources.

AI based NLP analytics platform used to analyze consumer conversations in their native language to discover 9 key trending interests & aspirations of Gen Z population.

This project helped to uncover interest clusters across the youth and became foundational work for developing content for the core target group.

Quick turn around of the project coupled with vast data set of information in a fraction of cost of a  quantitative project led to major research cost savings.