i-D Magazine is a globally influential platform for fashion, music, art and youth culture. With the change in ownership, i-D was looking to capitalise on the renewed interest in publishing and re-establish its presence in youth culture.

To support their new direction, I was tasked with creating a foundation of insights into emerging trends in youth culture and applying these insights internally. Much of the research focused on trends and psychographic aspects of their audience, changes in content consumption patterns, and new attitudes towards print magazines.