Just when brands started to understand Millennial consumers, a new challenge arrived – Generation Z. These young consumers (born after 1998) account for $44 billion in spending power. The first fully digital generation, Gen Z represents a huge slice of revenue for most brands and market researchers are shifting their focus toward gleaning insights from these young, savvy consumers.
One stumbling block that market researchers are running into is how to effectively communicate with this demographic in order to gain actionable qualitative insights. It is important to remember to follow all ESOMAR World Research Codes and Guidelines when interviewing young respondents. Once you have a solid understanding of the guidelines, you can use these five tips to get the most out of your next Gen Z qualitative study.
Zach Simmons is the Founder and president of Discuss.io. Zach has 20 years of experience building software. Prior to founding Discuss.io, he was the Technical Product Manager for Amazon Web Services (S3) where he ran the team that built the infrastructure that now powers a significant percentage of the modern Internet. Zach holds an MBA from the University of Chicago Booth School of Business.
An entrepreneurial leader, Zach is passionate about building disruptive and agile SaaS based market research startups as an alternative to traditional market research. Seeing a need for change within the Industry, Zach launched Discuss.io, bringing Market Research to the digital age.