How To Engage Gen Z In Market Research

Introduction

Generation Z, or more commonly referred to as Gen Z, is the name given to those born between 1997-2012. They are currently the largest generation on earth and are soon to make up 40% of global consumers. Gen Z are value-driven, pragmatic and as the first generation of digital natives, have the potential to influence trends and behaviour.

As the buying power of Gen Z increases, businesses need to tailor their strategies to appeal to this new demographic of consumers. While market research offers an opportunity to understand Gen Z consumer preferences, motivations, needs and expectations, it is notoriously difficult to engage this consumer group in market research. This article explores Gen Z consumer characteristics, barriers for participating in market research and methods to engage them in future studies.  

Gen Z Consumer Traits

Like every generation, Gen Z values are shaped by their unique experiences and the sociocultural context they have grown up in and as such, affect their preferences as a consumer. For example, they value authenticity in brands and products with 82% of Gen Z looking for alignment between a brand’s values and their own.

They are also environmentally conscious and concerned about climate change, with 52% preferring brands that are sustainable. 70% of Gen Z are more likely to support a brand that is committed to diversity, inclusion and those that are engaged in social issues that they are passionate about themselves. The future-driven generation also have a pragmatic approach to their finances, looking for products that offer good value for money and often researching extensively before making a purchase.  

Gen Z are the first generation to be brought up digitally, with vast amounts of information at their disposal and valuing seamless omnichannel engagement where customers can interact with a brand through multiple channels seamlessly. However, they may not behave as linearly as might be anticipated.

Social media serves a multi-functional purpose for Gen Z, and acts as their source of entertainment, learning, news and inspiration. To monetise this lifestyle, platforms and marketers developed in-app shopping experiences to streamline purchase journeys (e.g. TikTok Shop and Instagram Shop) to encourage impulse purchases of products and services. A study has revealed, however, that Gen Z are not buying impulsively via social commerce, rather, they are using social media platforms as a tool to research products. Instagram has recently removed the “Shop” tab from its app, perhaps recognising that Gen Z do not follow assumed customer journeys.  

The recent mixed methodology study on Gen Z and millennials (those born between 1980 – 1996) continued to reveal that the research-to-buy phase plays an important role in building trust with brands, with 56% of Gen Z feeling more sceptical of them compared to 47% of millennials. Brands should therefore use platforms to engage Gen Z by promoting their brand values and leveraging user-generated content. The latter could be particularly fruitful as 40% of Gen Z search for reviews from social media influencers, compared to 31% of millennials. 

Gen Z Market Research: Challenges in Engaging

As their influence and purchasing power increases, engaging Gen Z in market research is key. However, this presents with nuanced challenges related to their distinct consumer values and preferences. For example, as a generation that highly values authenticity, Gen Z can be sceptical of the market research process or have distrust in companies’ intentions.

As digital natives, Gen Z are highly aware of privacy issues and are cautious about sharing personal information. Here, participants might be reluctant to take part in surveys or research that require detailed personal data. In a UK study conducted by STRAT7 Researchbods, they found that compared to millennials, Gen Z are more concerned about data transparency, autonomy and the implications in sharing personal data when taking part in market research. However, the more transparent we are about data usage, the more trust Gen Z develop in the process.  

Other barriers to engaging Gen Z in market research could be that traditional survey methods do not appeal to them, who are frequently engaged with interactive content online. In the same vein, this hypercognitive generation have diverse interests and normally consume content from a variety of sources, which can make capturing their attention through traditional processes more difficult.

Studies have suggested that the high-volume of information and rapid-fire social media content that Gen Z are exposed to, have led to shorter attention spans compared to previous generations. For example, they are the most likely to hang up while on hold, 60% are more likely to hang up if the phone is not answered within 45 seconds and 40% of young consumers abandon online banking applications due to lengthy processes.  

Lastly, another barrier to participation in market research is that 2 in 5 Gen Z’s are sceptical that brands implement insights from market research. This could be due to several factors, such as past experiences where people have witnessed instances where promised changes have not been delivered by brands; where changes that have been made are not visible or communicated effectively; or if brands do not openly share the steps they are taking based on market research.  

Gen Z Market Research: Effective Strategies

To effectively engage Gen Z in market research, companies need to adopt innovative, technology-driven methods that align with their preferences. Existing social media platforms can be leveraged to recruit participants in a familiar and comfortable environment, where a recent study shared that 35% of Gen Z spend over 4 hours a day on social media.

They can also be used to host the research, by utilising features such as Instagram Stories polls and TikTok Q&A, which are interactive and gather instant and engaging feedback. Furthermore, Gen Z place more value in influencer reviews compared to millennials, and so brands could consider collaborating with them to promote participation in market research. Here, influencers can lend credibility and increase engagement by reaching their large, dedicated followings.

Researchers should also consider creating interactive, intuitive, short and visually appealing surveys. Here, we should consider gamifying questionnaires with elements of competition and reward. Multimedia can also be used to incorporate videos, images and GIFs to make surveys more engaging and divide text-heavy questionnaires.

Importantly, surveys should be optimised for mobile interaction, to provide a smooth, user-friendly experience on the go. Other innovative, technology-driven methods could include the use of augmented reality (AR) or virtual reality (VR), to generate immersive research experiences. These could be effective tools for product testing or experiential feedback. AI-powered chatbots could offer a means to real-time, conversational surveys and social listening tools could be used to gather insights from Gen Z’s online behaviour and conversations. The latter provides a passive approach which could be used to support and complement more active participation methods. 

When recruiting participants, we should also be clear about the type of task involved and details of the incentive or reward to renumerate their time. Participating in market research is seen as a form of “side hustle” by Gen Z and therefore cash incentives are the most favoured, however they are also more open to other forms of reward (such as charity donation on their behalf and discounts for branded good and service) compared to millennials. Whatever the reward, these should be quick, easy to use and provide instant gratification to motivate Gen Z to participate in market research.  

While describing the benefits of taking part in market research, we should also be clear in explaining how the collected data will be used and who may have access to it. We should also be demonstrating a commitment to ethical data practices, including secure data handling and respect for privacy. Participants should also be informed on how their feedback has influenced decisions and led to changes. Taking these steps will demonstrate transparency, build trust, reduce scepticism, all while validating their contribution to encourage future participation.  

Conclusion

Gen Z offer a unique worldview shaped by their upbringing in the digital age, exposure to diverse cultural influences and heightened awareness of social and environmental issues. Soon to become the largest proportion of consumers globally, engaging Gen Z in market research is essential for businesses to understand and effectively cater to this influential and dynamic generation. It enables companies to innovate, adapt, and build strong connections with Gen Z, ultimately driving long-term success in a rapidly changing market environment.