Exploration of Generational Behaviours & Attitudes

A major automotive manufacturer wished to explore the behaviours & emotions of 3 different generations of young people across Western Europe, focusing on communication, relationships with brands, attitudes towards car, car brands & the environment. Using Roving reporter interviews, an ethnographic methodology developed by the Illuminas child & youth team, we were able to bring the three distinct generations to life, analyse their differences in relation to the key areas of focus, whilst highlighting local, cultural trends & differences