As generational shifts redefine consumer expectations, behaviours, and values, the role of market research in understanding these evolving audiences has never been more vital.
Generation Z—those born from the mid-1990s through the early 2010s—is rapidly becoming one of the most influential consumer groups worldwide. And with Generation Alpha already following in their footsteps, brands and organisations must stay ahead by rethinking how they engage with these younger audiences.
Researching Gen Z presents unique opportunities and challenges. This is a generation shaped by digital fluency, social consciousness, and a demand for authenticity. Traditional research methods may no longer suffice when trying to connect with this highly dynamic and skeptical demographic. The market research industry must adapt its tools, tone, and techniques to stay relevant.
Understanding Gen Z’s values
Gen Z is not just a younger version of Millennials. They bring distinct characteristics, formed by growing up in a world of social media, climate anxiety, economic disruption, and global connectedness. Key themes that define Gen Z include:
- Digital nativity: They are true digital natives, spending significant time on social media, messaging apps, and streaming platforms.
- Diversity and inclusion: Gen Z is the most ethnically diverse generation yet, and they place high value on equality and representation.
- Purpose-driven outlook: They support brands that align with their values, particularly around sustainability, mental health, and social justice.
- Skepticism of institutions: Gen Z tends to question traditional authority and values transparency, honesty, and peer reviews over corporate messaging.
Understanding these values is crucial not only for marketing but also for designing research that resonates with this audience.
Adapting methodologies
Traditional research methods such as lengthy online surveys or phone interviews often fall flat with Gen Z. This generation expects more interactivity, quicker feedback loops, and an experience that feels less like a form and more like a conversation.
To effectively reach Gen Z, researchers are turning to:
- Mobile-first design: All research interfaces must be optimised for smartphones.
- Short-form surveys: Brevity and visual engagement are essential to hold attention.
- Social media listening: Understanding how Gen Z expresses opinions organically online.
- Gamified experiences: Using interactive elements to make participation enjoyable.
- Video feedback and selfie diaries: Leveraging the comfort Gen Z has with self-recorded video content.
In addition to using innovative formats, tone and language matter. Communications should be conversational, authentic, and respectful of privacy concerns.
Recruiting younger respondents
One of the main challenges in researching Gen Z is recruiting representative and engaged participants. Unlike older generations, Gen Z is less likely to be part of traditional research panels. To reach them, researchers must use channels where they already are—TikTok, Instagram, Snapchat—and build trust through peer networks and transparent value exchanges.
Incentives must also be aligned with Gen Z’s preferences. Rather than traditional cash or gift cards, consider digital rewards, charity donations, or exclusive content that adds social value.
Interpreting responses with nuance
Another key consideration is interpretation. Gen Z’s communication style is more fluid, visual, and coded. Emojis, GIFs, memes, and abbreviations are part of everyday dialogue. This makes traditional text analysis less effective and calls for a more nuanced understanding of expression.
Qualitative methods—particularly moderated digital communities—can provide the depth needed to interpret meaning and emotion. Researchers should approach these conversations with empathy and cultural fluency to uncover genuine insights.
Looking to the future – Generation Alpha
Even as organisations grapple with understanding Gen Z, the next generation is already forming opinions and behaviours. Generation Alpha—children born from 2010 onwards—are growing up with AI, smart devices, and unprecedented global awareness.
Researching this group will require even more innovative, ethical, and flexible approaches. Consent, safeguarding, and family context will be crucial. Engaging through play, storytelling, and gamification will likely become standard.
Why generational insight matters
Understanding generational differences is about more than demographics. It’s about values, communication styles, and expectations. Brands that fail to understand Gen Z risk becoming irrelevant—while those that engage authentically will build long-term loyalty.
From branding and product development to workplace engagement and public policy, generational research informs everything from the tone of a campaign to the shape of a strategy.
Why 2Europe is your partner for generational insight
At 2Europe, we specialise in connecting organisations with the audiences that matter most—across every generation. We design research that speaks to Gen Z in their language, using platforms and methods they trust.
Our approach combines rigorous insight with empathy and cultural understanding. Whether it’s developing mobile-first surveys, creating engaging video-based feedback tools, or moderating online communities, we tailor each project to ensure relevance and resonance.
We also help clients interpret generational data in context—so you don’t just see the trends, but understand the implications.
If you’re ready to close the generational gap in your organisation, let’s talk. Contact 2Europe today to discover how we can help you understand and engage the audiences of tomorrow, today.
