Our Approach
Phase 1: Understanding the student population
We began by conducting a series of workshops with OCAD U stakeholders, helping them to understand the Social Values segments among Gen Z Canadians in general (those born after 1996). The purpose of these workshops was to immerse the OCAD U program leaders into the mindsets of Gen Z and understand the diversity of values that exist within the generation. As the youngest cohort in Canada (apart from children under 15, whom Environics Research does not survey), members of Gen Z are more likely to hold some Social Values that are typically prevalent among younger people. These include values such as Effort Toward Health, Pursuit of Novelty, and Personal Expression. At the same time, members of Gen Z are diverse in their values, espousing varying orientations to Personal Challenge, Rejection of Authority, and Social Responsibility.
To further understand these diverse Social Values – using our segmentation survey tool, we the prevalence of the various values-based Gen Z segments within the OCAD U community, which was used as a basis for the research design in stages 2 and 3. This initial research stage helped to ground OCAD U and MCI leaders in an understanding of the psychographic diversity of Gen Z at large – a valuable first step toward understanding the distinct perspectives and psychographic nuances among OCAD U art & design students.
Phase 2: Laying foundations for tailored communication
Working closely with OCAD University, we recruited students representing the three target Gen Z segments identified in Phase 1 to participate in a series of online focus groups. The discussion was designed to explore the needs, expectations, and motivations of art and design students – especially with respect to how they saw the current or potential role of mindfulness practices in their lives.
The results helped to inform the overall brand positioning for MCI and laid the foundations for effective communication and delivery of MCI’s three program pillars including program design and messaging.
Phase 3: Testing MCI concepts with students
A follow up set of group discussions elicited students’ feedback on and responses to a set of prototypes that reflected early positioning and communications concepts regarding MCI. We recruited for a range of perspectives among students who expressed varying degrees of engagement with and perceptions of MCI.
The entire process was rooted in our Social Values system: Since 1983, Environics has been steadily compiling the largest database of social values constructs and trends in North America. Our annual surveys of more than 10,000 Canadians and Americans allow us to precisely track changes in social values over time and across a range of target audiences. Drawing on this large dataset lets us gain deep insight into specific topics and trends, as well as the motivations and world views of particular groups – whether generational cohorts, users of specific products, or members of particular professions. Social values set the context for the choices people make as consumers, citizens, patients, volunteers, and in other capacities. They help us understand the context within which people develop the expectations and motivations that dictate their behaviors.
Note: The research was conducted between September 2022 and June 2023
