Case Study: Digital Consumer Behavior in Thailand | Iconic Research

Industry: Media & Entertainment

Duration: 30 days

Service: Full service

The Business Issue

As Thai Gen Z becomes the most digital-first generation, global media and entertainment companies need to understand how audiences spend time across music, video, and social platforms. The challenge was to explore how “Me Time” activities shape digital consumer behavior and what emotional triggers drive platform choice.

The company aimed to:

– Define what “Me Time” means in the Thai context
– Explore emotional needs behind digital platform engagement
– Compare perceptions of competing apps
– Translate insights into actionable strategies for long-term positioning

To address these questions, Iconic Research designed a consumer insights and market research study tailored to Thailand’s Gen Z audience.

The Techniques

Qualitative Research
The project relied on consumer insight research methods, including:

– In-depth interviews (IDIs) with Gen Z participants in Bangkok and regional cities
– Focus group discussions (FGDs) exploring daily routines, emotions, and digital usage
Secondary Research
We supplemented fieldwork with consumer market research across Southeast Asia to contextualize Thailand’s digital trends. This ensured a balanced perspective on generational shifts and platform competition.

The Results

The study provided a deeper understanding of emotional drivers, digital routines, and platform perceptions among Thai Gen Z. The findings highlighted patterns that will guide future strategy and product innovation, demonstrating the value of targeted consumer research in Thailand’s rapidly evolving market.