How rethinking qualitative research can help brands understand Generation Z

16 juni 2018
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Marketers need to rethink how to research young people since traditional qualitative research methods no longer work for Gen Z, according to an industry figure.

In a WARC Best Practice paper, How rethinking qualitative research can help brands understand Generation Z, Emily Goldhill, a strategist at Livity, argues that there are three notable trends that distinguish this age group from previous generations and which qualitative researchers have to consider if they are to develop effective strategies.

Primarily, of course, Gen Z are digital natives for whom the internet and digital platforms have opened up new possibilities denied their elders; the experience of being a young person has fundamentally shifted.

At the same time, these possibilities – where multiple things can be consumed simultaneously and new passions can be discovered and explored at a click or a swipe – make their identities much harder to define, and in turn, their attitudes and behaviours.

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