User and market research
Re-imagining Telecommunication
for Taiwanese Gen Z
User and market research
Gen Z makes up 20% of Taiwan's population and is entering peak spending age. To them, telecom is a utility, an invisible infrastructure. FET's leadership, skewing a generation or two older, wanted to understand Gen Z on a deeper level and discover how this generation evaluated brands, and how could FET stand out?
Six weeks of mixed-methods research in Taipei: 1,500+ survey respondents across two rounds, in-depth interviews, store visits across three competing carriers, focus groups, and workshops composed of Gen Z, Gen X and Boomer participants together — designed to surface where generational assumptions diverged.
Five behavioral archetypes, four key insights, four strategic product concepts, and design principles to guide further concept development were presented and delivered to FET leadership as a strategic foundation product development to build relationship with Gen Z customers.
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