Why It Matters…

Behavior change products live or die on resonance. Designing for Gen Z/Millennials requires not just visual identity, but alignment with values, motivations, and digital habits.

Objective

Identify the brand and product attributes that resonate with Gen Z and Millennial users to inform a full positioning and design strategy for a health wellness mobile health app.

Research Method

Nationally representative mixed-methods research integrating surveys, concept testing, and qualitative in-depth interviews.

Data Analytic Approach

• segmentation modeling

• factor analysis for brand drivers

• thematic synthesis of motivational patterns

• preference weights for product attributes

Results

• Mapped the behavioral drivers behind adoption and engagement.

• Identified the emotional and functional brand values that resonate with younger users.

• Provided evidence-backed direction for branding and product design.