Did you know that the oldest members of Generation Z are turning 26 this year? They aren’t babies anymore; in fact, they’re starting to have babies of their own! As members of Gen-Z become adults with adult money, companies are quickly realizing the buying power that this generation holds and are looking for ways to market to them specifically through market research. Market research has been a long-standing practice in the business world as companies have used it to gain insight into their customer base, and use that data to optimize marketing campaigns. But with the emergence of Generation Z, market research must be done differently to accurately reach this new demographic. Let’s take a closer look at how Gen Z is impacting market research and how companies are adjusting their strategies accordingly.
Generation Z is the most connected generation ever. They spend more than 11 hours per day using digital media, according to a study by Common Sense Media, and 90% of their time is spent on mobile devices. This means that for market researchers who want to target Gen Z, digital media needs to be at the forefront of their strategy. L&E Research is active on social media platforms like Instagram, YouTube, and TikTok in order to connect with this generation. With easy access to large amounts of data about consumer behavior, businesses can use social media to gather insights about what Gen Z wants from products and services. Additionally, social media gives companies an opportunity for direct engagement with customers through comments and reviews. This type of feedback can be invaluable when it comes to refining product offerings and marketing strategies.
Generation Z has changed the rules when it comes to market research. By focusing on digital solutions such as social media platforms and instant access data, businesses can easily find ways to reach out directly to this new generation of consumers and gain valuable insights into their preferences so they can optimize their products and services accordingly. In short — embrace change! The future success of any business depends upon its ability to adapt quickly in order to keep up with customer demands. L&E Research captures datapoints in regards to specific mobile devices used, computers, webcams, etc. Be sure to keep these datapoints filled out so we can match you with the appropriate studies. Lastly, with the boom of social media and Gen Z we are getting an influx of clients wanting to connect with social media influencers. If you are an influencer, make sure you select that under employment category so we can start getting you paid!