Gen Z is quickly becoming one of the most influential consumer demographics, shaping markets and redefining how businesses approach product development and marketing strategies.
However, engaging Gen Z for market research can feel challenging due to their unique digital habits, preferences for authenticity, and shorter attention spans.
This guide provides practical strategies, personal insights from our extensive market research experience, and research-backed approaches to successfully connect with and capture valuable feedback from Gen Z participants.
Generation Z, born roughly between 1997 and 2012, are the newest adults entering the market. Unlike previous generations, Gen Z grew up as digital natives, making traditional market research methods less effective.
That means, engaging Gen Z means understanding and adapting to their digital-first lifestyles, authentic communication preferences, and the desire for interactive experiences.
I’ve personally found that traditional methods like lengthy surveys and formal interviews just don’t resonate.
Instead, incorporating digital, visual, and social elements makes the research experience feel natural and enjoyable for them.
Gen Z represents substantial buying power. According to research, they influence 93% of household spending.
Capturing their insights helps businesses:
Our experiences at Drive Research underscore that when Gen Z feels heard, they become enthusiastic brand advocates. This generation thrives on authenticity, transparency, and having their opinions valued.
Here are several proven market research methods to effectively collect insights on Gen Z:
Online focus groups bring Gen Z participants together in a virtual setting to discuss topics in real time. This method combines the depth of traditional focus groups with the convenience of digital participation, making it more appealing to younger audiences.
Participants can join from anywhere, contribute their opinions verbally or through chat, and even share media during the session. This approach works well for exploring attitudes toward new products, advertising concepts, or cultural trends.
Why they’re great for Gen Z: Online focus groups work well for Gen Z because they combine personal interaction with the convenience of joining digitally, making participation easy and engaging.
Conversational AI surveys use chat-like interfaces powered by artificial intelligence to engage respondents in a back-and-forth dialogue, rather than static question lists.
This makes them feel more like texting or messaging—something Gen Z is already comfortable with.
Unlike traditional online surveys, they can adapt based on previous answers, feel more personal, and reduce drop-off rates. These are great for customer experience feedback, brand loyalty studies, or even employee engagement research for younger workforces.
Why they’re great for Gen Z: Conversational AI surveys feel like familiar texting or chat interactions, which makes Gen Z more likely to complete them and provide thoughtful answers.
Mobile ethnography lets Gen Z express themselves through photos, videos, and even audio, capturing authentic, real-time experiences in their natural environment. It’s less formal and feels more creative, making it ideal for understanding shopping journeys, lifestyle habits, or in-the-moment product use.
For example, in a study we conducted on school-provided lunches, Gen Z students recorded short videos and shared photos of what they liked and disliked about their meals, giving our client unfiltered, in-the-moment feedback they could act on immediately.
Why it’s great for Gen Z: Mobile ethnography appeals to Gen Z’s creativity and comfort with multimedia, letting them share their experiences authentically through photos, videos, and audio.
In-home usage tests allow Gen Z participants to try products in their natural environment and report back with their experiences. It is an especially great research method for consumer goods brands.
This method is effective because it aligns with their preference for authenticity and context-rich feedback.
Participants can submit photos, videos, or surveys about how they used the product and what they thought, providing brands with actionable, real-world insights into usability, appeal, and potential improvements.
Why they’re great for Gen Z: IHUTs let Gen Z test products in a real-life context they find authentic and relatable, which aligns with their desire for genuine, hands-on experiences.
Here are 8 strategies, informed by both industry best practices and our experiences at Drive Research:
Gen Z lives online. Their world revolves around social media, streaming services, and digital communities. To engage with them, your market research strategies must meet them where they are.
Traditional methods like in-person focus groups are likely to fall flat. Instead, leverage digital platforms like:
Gen Z has a short attention span. They’re bombarded with information constantly, so your research needs to be concise, engaging, and to the point.
Gen Z is motivated by incentives. Offering attractive rewards is crucial for capturing their attention and encouraging participation.
Consider the reward you’re offering as well. This audience is much less likely to be motivated by a points system. Instead, consider something such as a gift card, prepaid debit card, or cash which has always been an A+ fit for the younger age group.
I can’t emphasize this enough: Building a relationship is essential for long-term engagement.
Stay in touch with them regularly, leading up to and even after they’ve participated in research.
Gen Z is passionate about certain topics and issues. Recruiting for research that aligns with their interests is more likely to generate engagement.
When you are recruiting for a less engaging topic, take that into consideration, and then offset it with a shorter engagement and higher reward.
Gen Z wants to know that their voices are being heard and that their participation is making a difference. Show them how their input is being used to shape products, services, and marketing campaigns.
Gen Z can spot inauthenticity a mile away. Be genuine and transparent in your communication and research methods.
Creating a community around your brand or your research can foster long-term engagement with Gen Z.
By implementing these tips, you can effectively engage Gen Z for market research and gain valuable insights into this important demographic.
Remember, it’s all about understanding their unique needs, preferences, and motivations. Embrace digital platforms, keep it concise and engaging, offer attractive rewards, and demonstrate the impact of their participation.
From our extensive work at Drive Research from Gen Z focus groups to segmentation studies, we’ve consistently found that they respond positively when research feels more like an interactive conversation rather than a formal interrogation. Gamification, personalized follow-ups, and mobile-friendly interactions drastically increase engagement and yield richer insights.
In fact, during a a Gen Z-focused mobile ethnography project, we saw firsthand how enthusiastically Gen Z participants contributed videos and photos rather than traditional text responses.
These rich media responses provided our client with unparalleled insights into Gen Z’s real-world experiences and opinions.
Engaging Gen Z in market research requires innovation, authenticity, and adaptability. Drive Research specializes in Gen Z-focused market research. If you’re struggling to recruit and engage this demographic, our experienced team can help.
Contact us by clicking the button below or email us at [email protected].
