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.