1、SAMY AllianceSAMY AllianceThe Project.Project ObjectiveCreate a qualitative guide and x-ray of the Alpha Generation,understanding their needs,values,codes,cultural references,so-cialization habits and consumer journey either in their real or digital life.+Detect the main insights of the generation.+

2、Know the codes,narratives,voices,tones and aesthetics of the Alpha generation.+Know their main references(celebrities,influencers,creators,etc.),entertainment/gaming/socialization platforms and brands.+Understand how they live their offline and digital world and how they relate to the brands in them

3、.SAMY AllianceThe Project.MethodologyDigital EthnographyEthnographic global desk and e-desk research in social networks and literacy to detect the main codes,narratives,voices,tones and aesthetics that define and represent the Alpha generation.Experts Interviews2 in-depth interviews with global expe

4、rts of the Alpha generation.Emma|Gen Alpha Researcher(UK):Gen Alpha mother,influencer,content creator and creative dedicated to understanding the new generations.Diana|Social&Cultural Psychologist(MX):Expert on insights,gen Alpha mother,Trends and Semiotics.SourcesRAZORFISH“Exploring Gen Alpha”(Glob

5、al)MCCRINDLE”Understanding Generation Alpha”(Global)|“Gen Alpha Infographic Update”(Global)BEANO STUDIOS”The Future is Gen Alpha”(Global)Qualitative Consumer EthnographyDigital diaries:Pre-assignments with the Alpha Generation to learn about their habits,needs and cultural references.Online intervie

6、ws:1.5 hours of in-depth digital interview with 13-14 y.o Gen Alpha global early adopters,to understand their main needs,values,consumption and habits.+13 or 14 years old+Mix of gender,household income(HHI),race,and locations+All tech-forward and tech-fluent+Curious consumers+Open,creative and extro