Using Customer Voices to gain important insights
Card Factory is a much-loved name within the British high street as the go-to location for gifts and cards. And as a leading brand in this sector, they wanted to find out more about Gen Z’s card-buying habits. That’s where we came in.
In this video production project, we helped Card Factory get into the minds of Gen Z consumers by creating an interesting and insightful video to use as part of their research. The objective was to gain information about how Gen Z’s card buying habits have changed since the pandemic, and whether purchasing physical cards helps bridge a connection in a digital world.
The Approach
Vox Pops International conducted filmed vox pops interviews with 16 – 26 year olds in Kingston High Street to get their opinions on the topic of cards. The use of intercept interviews enabled us to get ‘in the moment’ insight from consumers.
As the final edit was being used for internal communications and insight purposes, it was important for the video to be engaging yet full of interesting quotes from the people interviewed.
Interestingly we found the majority of Gen Z’s prefer physical card gifting and receiving to digital as they believe more thought has gone into the act. In addition, Gen Z’s also spoke about the importance of brands that ‘do good’ as sustainability is at the forefront of their minds.
