The document summarizes a qualitative research study conducted with teenagers in the US and China to understand their fashion perceptions and media behaviors. Researchers used a mobile app to get live responses and insights from teens and their parents. They gained valuable cross-cultural insights, such as Chinese kids being inspired by aspirational cartoon characters while US kids preferred real stories, which will help inform Levi's strategic direction.

1. &
Happy Thinking People
The People Understanding Company
“MAKING THE DIFFICULT SEEM EASY”
GETTING CLOSER TO TEENAGERS’
FASHION WORLDS THROUGH “AGILE
MOBILE” QUALITATIVE RESEARCH

2. THE TASK
...to inform Levi’s in their strategic direction
and communication development.
A cross-cultural study amongst kids & teenagers from
two continents – USA and China – to examine their
perceptions of fashion and their media behavior …

3. THE NATURAL
AND OBVIOUS
WAY FORWARD
THE NATURAL
AND OBVIOUS
WAY FORWARD
HAPPISODES
Our moment-of-truth app
Which we believe takes immediacy
and insight generation to a new level.
THE NATURAL
AND OBVIOUS
WAY FORWARD

4. PARENT, CLIENT & AGENCY ENGAGEMENT!
+
To mirror the kids
responses and to get a
balanced perspective, we
ran the same research with
the kid’s parents to gain
their point of view!
The Levi’s team and the
Creative Agency were
involved at all stages and
could observe live all
respondent interactions for
instant input!

5. …about them, their fashion
& their media habits…
…but also about their family,
friends and lifestyles.
WE LEARNED MORE THAN EXPECTED

6. MOBILE ALLOWS
“SHOW AND TELL”
One picture says more than
1,000 words…
What is “stylish and unique”?
QUICK, EASY TO UNDERSTAND, CROSS-
CULTURAL FOR ALL STAKEHOLDERS!

7. CULTURAL CONTEXT OF FREEDOM, “OWN
LOOK” A KEY DRIVER
UNSURE, MORE RELIANT ON BRANDS TO
PROJECT, SHOW OFF
CROSS-CULTURAL INSIGHTS

8. ASPIRATIONAL
CARTOON CHARACTERS
FIRE UP CHINESE KIDS
REAL STORIES
INSPIRE
USA KIDS
CROSS-
CULTURAL
INSIGHTS

9. WHAT WE’VE LEARNED!
Extremely rich input
Authenticity – resonant because “real”
Mobile = Agile
Parents as Researchers

10. A BIG THANK YOU TO