Research Methodology & Framework
Professional Insight Research
This strategic analysis employs the Jobs-to-be-Done (JTBD) framework to decode the fundamental motivations driving Berlin's Gen Z luxury consumers. Rather than focusing on demographic characteristics, JTBD reveals the underlying "job" consumers hire a brand experience to accomplish.
The framework is ideally suited for this challenge because it moves beyond surface-level preferences to uncover the emotional and functional outcomes that truly drive purchase decisions and brand loyalty in the luxury segment.
JTBD Framework Logic
Information Collection Process
Data Sources
Primary research through structured interviews with 5 culturally-attuned Berlin residents aged 22-30
Sample composition: Artists, creatives, early-career professionals
Interview Process
In-depth qualitative conversations exploring brand perception, cultural values, and luxury motivations
Focus on authentic voice capture and preference validation
Analysis Method
Thematic analysis through JTBD lens, identifying patterns in motivational drivers
Emphasis on qualitative insight over quantitative metrics
Key Interview Participants
Emma: Values authenticity above all, skeptical of brand appropriation
Melody: Seeks genuine cultural collaboration and meaningful experiences
Alex: Prioritizes individual expression and underground culture connection
Ethan: Focuses on social currency and tangible value from brand interactions
Finn: Emphasizes sustainability and conscious consumption practices
Analysis Process Reconstruction
The Core Job-to-be-Done Discovery
"When I engage with a brand, I want to actively shape and reinterpret its meaning on my own terms, so I can feel like a valued creator of culture and express my unique identity."
This fundamental insight emerged through careful analysis of recurring themes across all interviews. The Berlin Gen Z audience consistently expressed a desire to move beyond passive consumption toward active cultural participation.
Supporting Evidence from Interviews
Emma: "I don't want brands to tell me what their heritage means to me. I want to decide that myself."
Melody: "The best brand experiences let me feel like I'm contributing something, not just receiving something."
Analysis: This pattern reveals a fundamental shift from traditional luxury positioning toward collaborative value creation.
Campaign Theme Development
Based on the core JTBD insight, we tested multiple thematic approaches with our interview participants. The "Crafted Rebellion" concept emerged as the most resonant, successfully bridging brand heritage with cultural authenticity.
Theme: Crafted Rebellion
Merges brand legacy of "Craft" with Berlin's "Rebellion" culture
Finn: "This feels authentic to what Berlin actually is"
Alex: "I can see myself in this narrative"
Tagline: Your Legacy, Your Canvas
Positions brand heritage as foundation for personal expression
Ethan: "This gives me permission to make it my own"
Melody: "It's about building on something, not starting from scratch"
Event Strategy Validation
To bring "Crafted Rebellion" to life, we tested various event formats. The overwhelming preference was for participatory, hands-on experiences over traditional luxury events.
Event Concept: Atelier Berlin - The Archive, Recoded
Part 1: Co-Creation Lab (Daytime)
Ethan: "I want to walk away with something unique that I helped create"
Finn: "Workshops feel more authentic than just watching presentations"
Insight: Hands-on creation directly fulfills the core JTBD of active cultural participation
Part 2: Sonic Experience (Nighttime)
Alex: "The music scene is where Berlin's real culture lives"
Melody: "I want to see my daytime creation become part of something bigger"
Insight: Evening experience validates daytime participation through cultural celebration
Location Strategy Validation
Venue authenticity proved critical for credibility with our target audience:
Top Preference: RAW-Gelände, Friedrichshain
Ethan, Melody endorsement
Alternative: Kraftwerk Berlin
Scale and cultural significance
Emerging: Neukölln galleries
Alex, Lena preference
Social Media Strategy Development
Platform strategy was developed based on understanding each channel's role in the cultural co-creation narrative, validated against user preferences for authentic content.
TikTok: Raw Authenticity
Strategy: #CraftedRebellion Customization Challenge
Ethan: "This is exactly the kind of challenge I'd participate in"
Validation: Highest-rated tactic for driving participation
Instagram: Curated Narrative
Strategy: Micro-influencer storytelling series
Finn: "I trust people I actually know over celebrities"
Validation: Authenticity over reach consistently preferred
Strategic Recommendations
Core Strategic Insights
1. Cultural Co-Creation as Core Value
Berlin's Gen Z doesn't want to consume brand heritage—they want to actively participate in creating its next chapter. Traditional luxury positioning must evolve toward collaborative value creation.
2. Authenticity Through Partnership
Success requires genuine collaboration with Berlin's existing creative ecosystem, not appropriation. Micro-influencers and local artists provide more credibility than celebrity endorsements.
3. Experience Over Product
The campaign's success depends on creating participatory experiences that fulfill the psychological need to be a "valued creator of culture." The product becomes secondary to the creative process.
4. Platform-Native Storytelling
Each social platform requires distinct content strategies that feel native to the medium while maintaining narrative consistency around cultural co-creation.
Implementation Roadmap
Phase 1: Cultural Integration (Weeks 1-4)
Establish authentic partnerships with 3-5 Berlin-based artists and secure venue with cultural credibility
Priority: Relationship building over rapid execution
Phase 2: Content Development (Weeks 5-8)
Create platform-specific content with local micro-influencers, focusing on behind-the-scenes authenticity
Key: Maintain raw, unpolished aesthetic on TikTok
Phase 3: Experience Launch (Weeks 9-10)
Execute two-part Atelier Berlin experience with immediate social amplification
Success metric: Co-creation participation rate >80%
Success Measurement Framework
Behavioral Metrics
Brand Perception Metrics
Risk Mitigation Strategy
Cultural Appropriation Risk
Mitigation: Ensure genuine partnership structure with fair compensation and creative credit for all local collaborators
Authenticity Backlash
Mitigation: Maintain transparency in all partnerships and avoid over-produced content that feels inauthentic
Limited Scalability
Mitigation: Document process for replication in other cities while maintaining local customization principles