(dis)Connected Lives is a collaborative study, initiated by Coin Research, which maps out the ways people are managing and navigating their digital life.

Why now?

Born in 2004, with the launch of Facebook, social media is now entering its teenage years. And as we all know, adolescence is a difficult time…

Like a teenager, we can see the rudimental shape of its character. We can see its potential. But we are also aware that it is impressionable. It can pick up bad habits, and be led by dangerous influences.

With 2 billion people – more than a quarter of the world’s population – using Facebook and ⅔ of them using it every day. How social media develops is a matter of seismic proportions.

Whether it is on the individual level, or on the scale of a multinational corporation – what’s clear is the need to have a constructive conversation about both the positive and negative aspects of social media.

This is the conversation we are starting with (dis)Connected Lives.


Mapping out digital complexity

Looking at social media through the eyes of others, and mapping out all the unique ways they use it, fuels innovative thinking.

From broad themes such as connectedness, community and the sharing of ideas – the positive aspects of social media are clear. Yet every person we speak to has a unique configuration of ways that they are using these tools for expressing themselves and managing their social lives.

We call these ‘digital stories’ – and through structural analysis we can provide powerful and actionable takeaways.

Digital pain points

The negative effects of social media are rarely very far from today’s news. Most recently the children’s commissioner has launched the ‘5 a day’ a campaign to limit children’s time online.

We experience platforms and games that are designed to make us addicted. Disconnectedness between online actions and their consequences. An increase in narcissistic behaviours. Charismatic figures using social media and fake news to gain political power. And so on…

By understanding the range of anxieties that digital environments, and social media in particular, generate it is possible for organisations to acknowledge and potentially alleviate these ‘pain points’. And in doing so build close, authentic and trusting relationships with people.

And isn’t that the holy grail for marketing these days? Getting or holding attention simply isn’t enough anymore. As even if you do hold someone’s attention, you haven’t necessarily gained their trust or made them care.

The outcome

Ultimately, the distillation of this project will provide organisations and brands with a set of strategic guidelines and opportunities to enhance users digital experience – with a particular focus on social media communications. In doing so it will provide a springboard for marketing and innovation that creates a more holistic and dynamic relationship between brands, channels and users.

Digiqual is the heart of this project. Using social media channels and digital tools we gather information and facilitate conversations with a wide range of contributors, including (but not exclusively) GenZ, Millennials, thought-leaders, digital influencers and academics.

A collaborative project

(dis)Connected Lives is a self-directed, multi-stage and collaborative project including thought-leaders, academics and business.

To make it even more relevant and useful for you and your organisation, you can join to be part of the community. This gives you:

• An opportunity to get involved and shape the research
• Access to ongoing qualitative discussions with GenZ, Millennials, digital influencers, academics and thought-leaders
• A stream of rough-and-ready insights that you can start using immediately
• A set of reports with analysis and clear recommendations for marketing and innovation
• Access to regular webinars, events and other fun things along the way

To find out more or to get involved drop us a line: hello@coin-research.com