DDB Brasil introduces DIGIGRAPHICS, a new way to understand consumers in the digital age
Sometimes, consumer research leads to discoveries far more exciting than our initial hypothesis.
That’s the case with DIGIGRAPHICS, an original study sponsored and coordinated by DDB Brasil, set out to identify how the digital revolution changed consumer behavior in Brazil.
Our initial hypothesis was that people from different demographics went through those changes in similar ways (i.e. people from the same age group would have a similar digital behavior). But we ended up finding something way more interesting: digital technology changed people in much more profound ways, that had little to do with how old they are or how much money they have. Instead, we found out that there were much more relevant criteria to determine how people changed, such as: how they actually use technology in their lives, what goals they have when consuming digital devices and, even more importantly, how deeply digital is informing and sometimes reframing their own identities.
We decided to call this new way to look at consumers DIGIGRAPHICS – as we see it as an additional lens, beyond demographics and psychographics.
We got at 5 Digigraphic Profiles:
The Immersed – Technology helps them to find themselves in the world, perhaps even redefine their own identities.
The Instrumented – Technology helps them to speed up tasks and chores, but their are not attached to it.
The Fascinated – Technology is a badge of coolness – chasing the latest trends is a means to stand out and impress their peers.
The Gadgetized – Their lives depend on technology – gadgets are like a body extension.
The Evolved – They have been born and are growing up in the digital world – they never got the know the pre-digital world.
We turned all our findings into a 6-part video series on Youtube, totaling 35 minutes: there is a short intro, then one video digging into each profile individually, explaining the deeper changes on the realm of the self, the others, the institutions and the world.
We also concluded each of them with a brief analysis on how brands must behave to communicate with that profile, which is a theme we expand as we have individual meetings with our clients.
The videos have already accumulated more than 100k views. Several advertising schools in Brazil – including ESPM, the most prestigious one – already incorporated Digigraphics into Consumer Research class. And we’ve also received a number of invitations for speaking opportunities – more than we are able to handle, in fact.
We are already working on the next steps of the investigation – which could possibly include other markets, too.
Check out the English-subtitled Intro http://www.dm9ddb.com.br/digigraphics
DDB Brasil 