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Mixed Methods Research · Insights Translation · Lextant Framework
How we unlocked Gen Z's socializing habits
Role
UX Researcher
Insights Translator
Skills
Contextual Research
Data Collection
Synthesis
Insight Generation
Conceptualization
Story-telling
Data Visualization
Duration
10 weeks
Goal
Leverage Lextant’s mixed-methods approach to move beyond surface level research, challenge stereotypes and uncover Gen Z’s socializing patterns- revealing their core values and key moments that shape their relationships
Opportunity
Provide brands with actionable insights to design experiences that meet this generation’s connection needs.
Key finding
Gen Z navigates a fundamental tension between their digital fluency and profound desire for authentic, in-person connection.
Key insight
The future of socializing is hybrid, inclusive, and value-driven
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The outcome was an insights magazine—a compilation of research uncovering what drives Gen Z social interactions. It features Gen Z’s core values, social enablers, connection enhancers, key archetypes, a behavior-decoding framework, and design opportunities grounded in what Gen Z seeks
The outcome: An insights magazine
Focal points of our inquiry
Umbrella question: What constitutes the ideal socializing experience for gen Z?
Factors for positive socializing
Challenges to socializing and coping strategies
Long & short term social connection aspirations
Gathering our intelligence
Observations
Focus group sessions
Observations
In-depth interviews
Sensory cue workshop
Sensory cue workshop
Observations
Subject matter contributors
Archetypical discoveries
Our discovery tools in action
Collage mapping for ideal emotions
Personality assessment
Tapping into your ideal feelings
Behavioral profiling
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Ideal day mapping
Exploring emotional states
Workbook exercises
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The workbook
Socializing styles
Outcome: Unveiling Gen Z's social blueprint
At their core, Gen Z seeks deeper interactions that make them feel 'connected and like myself.' Our research identified 4 core values behind this, which Lextant's Framework translates into key enablers of meaningful social experiences.
Our comprehensive client magazine brings the project to life—transforming rich research data into a compelling visual framework, with each insight told through the authentic voices of our Gen Z participants.
How brands can activate our research?
Our research reveals what drives Gen Z’s social connections. Brands can activate these insights to design authentic experiences, products, and spaces that foster community, emotional resonance, and lasting engagement. Here’s how brands like Nike, Glossier, and Airbnb could bring these insights to life.
Competitive socializing pop-ups
"Nike Night Run Clubs" with glow-in-the-dark obstacle courses, post-run smoothie bars, and TikTok dance battles.
Archetype fit:
Safe space builder:Run clubs focused on teamwork and belonging, not just competition
Digital connector: Grow Run Club with virtual challenges and group chats to connect online and offline friendships
Gen Z Hook: A "squad leaderboard" app feature to track group milestones and unlock rewards
Micro-community travel experiences
Design "Gen Z Basecamps." Curated stays with experience
kits (e.g., taco-making classes, neighborhood scavenger hunts)
Archetype fit:
Experience seekers: Midnight kayaking or underground music gigs.
Digital connector: Build online travel groups for Gen Z to share tips, connect with future travel buddies, and maintain friendships after trips
Gen Z Hook: Let guests co-design their stay via pre-trip polls to foster ownership
Community-driven pop-up experiences
Host "Beauty Hangouts" with interactive makeup stations, DIY product mixing labs, and photo booths designed for group selfies.
Archetype fit:
Experience seekers: Limited-edition products exclusive to events.
Safe space builders: Gender-neutral beauty consultations and mental health check-ins.
Gen Z Hook: Use cultural probes (like mood boards) during events to crowdsource future product ideas
2 fold impact
Winning market approaches through meaningful innovation and big ideas. Empowering brands to create authentic experiences that resonate with Gen Z's values of community and wellbeing.
For brands
Our contextual approach demonstrates the power of deep empathy and co-creation in uncovering actionable insights for product, service, and experience design.
For research
Learnings
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My learnings as a UX Researcher
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By combining various methodologies and tools, I not only improved the quality of my research and the accuracy of insights but also gained a deeper understanding of the complexities within the Gen Z cohort.
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Triangulation of data helped me move beyond surface-level assumptions.
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I grew in my ability to hold space for user contradictions; like craving digital detox but relying on tech to maintain connection.
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Understood the why users (in this case Gen Z) want to feel a certain way.