Z Generation (Gen Z)

Gen Z, or Generation Z, refers to the demographic cohort born roughly between the mid-1990s and early 2010s. In market research, Gen Z is an important audience segment because their attitudes, behaviours, and expectations often differ significantly from those of previous generations.

Gen Z are widely recognised as digital natives, having grown up with smartphones, social media, and constant internet access. As a result, they tend to be highly comfortable with digital platforms and often engage with brands, products, and services through online channels such as social media, streaming platforms, and mobile apps.

In market research, understanding Gen Z is important because this generation can influence consumer trends, cultural movements, and brand perceptions. Researchers often explore factors such as their purchasing behaviours, media consumption habits, values, and attitudes towards issues such as sustainability, diversity, and authenticity.

Common research methods used to engage Gen Z include online surveys, social media research, mobile-first questionnaires, and qualitative techniques such as online focus groups or depth interviews. These approaches help researchers capture insights in formats that align with Gen Z’s communication styles and digital habits.

By studying Gen Z audiences, organisations can better understand emerging consumer expectations and adapt their products, services, and communications to remain relevant to this influential generation.

Why partner with DJS Research?

We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.