COMMON THREAD
04.2022
Research is more than gathering information. It's a way of uncovering the stories that shape how people see themselves.
This project challenged me to move beyond demographics and trends, asking instead how values, identity, and self-expression intersect.
It reinforced my belief that meaningful design begins not with assumptions, but with curiosity.
ROLE
Research Strategist
Graphic Designer
Focus Group Facilitator
CLIENT
The Woolmark Company
TIMELINE
Eight Weeks
RESPONSIBILITIES
Research Methodology
Focus Group Facilitation
Interview Moderation
Data Synthesis
Strategic Insight Development
Presentation Design + Delivery
TEAM
Josh Rogers
SCOPE
Research
↓
Strategic Insights
While supporting a creative consultant working with The Woolmark Company, I was asked to help answer a simple question: How does Gen Z think?
While the ultimate goal was to better understand how Woolmark could connect with a younger audience through brand positioning, purchasing behavior, and product relevance, I believed meaningful insights would come from people—not assumptions or trend reports.
Rather than relying solely on existing research, I designed and facilitated a qualitative study centered around conversation. Through a series of focus groups, I explored how members of Gene Z think about identity, values, fashion, self-expression, and the choices that influence what they wear and why.
This project reinforced something I continue to believe today: the strongest design strategy doesn't begin with answers. It begins with better questions.
CONTEXT
The study began by recruiting a diverse group of participants representing different backgrounds, perspectives, and experiences within Gen Z.
Across three virtual focus groups with participants from different cities across the United States, I facilitated open-ended conversations that explored topics ranging from personal values and identity to fashion, hobbies, relationships, and culture. Rather than directing participants toward predetermined conclusions, I created space for honest dialogue, documenting recurring themes while remaining attentive to unexpected perspectives.
The research was then synthesized into a presentation that translated qualitative conversations into actionable insights for the client.
PROCESS
↓ PARTICIPANTS
A selection of interviewees
While participants consistently shared similar values and beliefs, their methods of self-expression were unique. No two people presented themselves in the same exact way.
Rather than forcing those differences into one singular visual system, I embraced them. The presentation itself reflected this diversity through an intentionally varied visual language, allowing the design to mirror the individuality expressed throughout the conversations while remaining unified by the shared values uncovered through the research.
Additionally, aimed to replicate the “Common Thread,” each slide is connected, blended together, whole.
DESIGN DIRECTION
↓ REFRENCES
Slides from the final findings presentation deck
The completed research provided the client with a nuanced understanding of Generation Z that extended beyond market trends and demographic data. By centering lived experiences instead of assumptions, the project demonstrated how qualitative research can uncover insights that are both strategically valuable and deeply human.
More importantly, it reinforced that research isn't simply about validating ideas—it's about remaining open enough for better questions to emerge.
IMPACT
This project changed the way I think about research.
Before this experience, I saw research as a preliminary step in the design process. Today, I see it as a creative practice that requires curiosity, empathy, and openness.
The strongest insight wasn't a statistic or trend. It was recognizing that people can share common values while expressing those values in entirely different ways. That realization continues to influence how I approach branding today: searching for the shared human truths that connect people while creating space for individuality to remain visible.
PERSONAL GROWTH