Welcome to our playbook on Gen Z. It brings together insights on the Gen Z audience, along with tips, tricks and best practice in order to succeed when engaging them in Insight Communities.
It’s the output of a research project spanning nearly 12 months and involving more than 1,100 16-24 year olds in the UK.
The research was conducted in 2022 but this playbook feels more pertinent than ever. According to Forbes, by 2026 Gen Z will be the world’s largest consumer group, commanding trillions of dollars of buying power. So, during this research, we spoke to young people who were members of Communities and panels, as well as those with no current involvement in market research.
We wanted to tackle questions that we were increasingly discussing with our clients:
- How can we be more successful at engaging Gen Z in market research, and in Insight Communities specifically?
- What do they think of Communities and the types of asks that are served up?
- What motivates them to want to get engaged in conversations with brands and what switches them off?
- How can we make being a Community member feel like a more engaging and rewarding experience?
This study was conducted in partnership with Robert Gruszka (Senior Consumer Research Manager at the AA), Harley Titchener (Head of Research, UK at dunnhumby) and Matthew King (Commercial Audiences Manager at ITV).
What's inside
- Introduction to the playbook. Who we spoke to and how.
- Gen Z perceptions and experiences of market research.
- Motivations and barriers to getting involved.
- Understanding the Gen Z sub-segments.
- Best practice: designing Gen Z centred research and engagement strategy.
Download the full ebook
Fill in the form below to access the full ebook. It will give you a sense of motivations, barriers and perceptions of Gen Z in relation to market research and some useful insight into how to engage them in your online Community.
