--- title: "Gen Z Research: 4 Key Lessons | Angelfish Fieldwork" description: What can Gen Z teach us about market research? Discover four key lessons from Gen Z market research participants to help your market research study design. image: https://info.angelfishfieldwork.com/hubfs/46-1.png --- [![Angelfish Fieldwork](https://info.angelfishfieldwork.com/hubfs/2019%20Logo%20PNG.png)](https://angelfishfieldwork.com/) - [About Us](https://angelfishfieldwork.com/about-us/) - [What makes us different](https://angelfishfieldwork.com/about-us/what-makes-us-different/) - [What we do](https://angelfishfieldwork.com/about-us/what-we-do/) - [Meet the team](https://angelfishfieldwork.com/about-us/meet-the-team/) - [Our Community](https://angelfishfieldwork.com/our-community/) - Sectors - [Media](https://angelfishfieldwork.com/our-community/our-community-media-market-research-recruitment/) - [Retail](https://angelfishfieldwork.com/our-community/recruiting-retail-market-research/) - [Charity](https://angelfishfieldwork.com/our-community/market-research-for-charities/) - [FMCG](https://angelfishfieldwork.com/our-community/fmcg-market-research/) - [Consumer Health](https://angelfishfieldwork.com/our-community/consumer-health-market-research/) - [Audiences](https://angelfishfieldwork.com/audience-research/) - [Generation Alpha](https://angelfishfieldwork.com/our-community/market-research-with-children/) - [Generation Z](https://angelfishfieldwork.com/market-research-gen-z/) - [Millennials](https://angelfishfieldwork.com/recruitment/recruiting-for-market-research-with-millennials/) - [Generation X](https://angelfishfieldwork.com/our-community/gen-x-research/) - [Baby Boomer](https://angelfishfieldwork.com/participant-recruitment-for-over-60s/) - [Angelfish Opinions](https://angelfishfieldwork.com/about-us/angelfish-opinions/) - [Recruitment](https://angelfishfieldwork.com/research-participant-recruitment/) - [Customer Closeness](https://angelfishfieldwork.com/recruitment/customer-closeness/) - [Accompanied Shopping](https://angelfishfieldwork.com/recruitment/accompanied-shopping/) - [Customer Workshops](https://angelfishfieldwork.com/recruitment/customer-workshops/) - [Digital Ethnography](https://angelfishfieldwork.com/recruitment/ethnography/) - [Intercept Interviews](https://angelfishfieldwork.com/recruitment/intercept-interviews/) - [Design Sprints](https://angelfishfieldwork.com/recruitment/design-sprints/) - [Focus Groups](https://angelfishfieldwork.com/recruitment/focus-groups/) - [Market Research Online Communities](https://angelfishfieldwork.com/recruitment/market-research-online-communities/) - [User Experience Testing](https://angelfishfieldwork.com/recruitment/user-experience-testing/) - [User Research](https://angelfishfieldwork.com/recruitment/user-research-recruitment/) - Our Work - [Case Studies](https://angelfishfieldwork.com/market-research-case-studies/) - [Clients](https://angelfishfieldwork.com/clients/) - [Data Quality](https://angelfishfieldwork.com/market-research-data-quality/) - [Project Showcase](https://angelfishfieldwork.com/showcase/) - [Testimonials](https://info.angelfishfieldwork.com/testimonials) - Insights - [Blog](https://info.angelfishfieldwork.com/market-research-fieldwork-blog) - [Pulse Surveys](https://angelfishfieldwork.com/pulse-surveys/) - [Trends](https://angelfishfieldwork.com/ai-in-market-research/) - [AI in Market Research](https://angelfishfieldwork.com/ai-in-market-research/) - [Useful Resources](https://info.angelfishfieldwork.com/resources) - [Let’s Talk](https://info.angelfishfieldwork.com/market-research-fieldwork-quote) ![Group of Gen Z market research participants](https://info.angelfishfieldwork.com/hubfs/46-1.png) # 4 Lessons We’ve Learned from Gen Z Market Research Participants in [Generation Z](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/generation-z) by [Kelly Barnard](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/author/kelly-barnard) [Gen Z,](https://angelfishfieldwork.com/our-community/recruiting-generation-z/)born between the late 1990s and early 2010s, makes up around [13.6 million people in the UK](https://www.statista.com/statistics/1394827/uk-gen-z-population/), accounting for **19.65%** of the population. Their influence on consumer trends, workplace culture, and digital engagement is undeniable. At Angelfish, we’ve conducted numerous [**Gen Z market research** projects](https://angelfishfieldwork.com/our-community/recruiting-generation-z/), and we’ve learnt a lot about what makes this generation tick. Here are four key insights from real participants that can help you design more effective, youth-friendly research. ![Gen Z market research participants ](https://info.angelfishfieldwork.com/hs-fs/hubfs/47-1.png?width=1200&height=628&name=47-1.png) ## Lesson One: Embrace Social Media [Generation Z](https://angelfishfieldwork.com/our-community/recruiting-generation-z/) have never known a life without [social media](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/four-ways-to-recruit-young-people-via-social-media), making them far more accessible than previous generations. While Facebook, X (formerly Twitter), and LinkedIn still have their place, Gen Z gravitates toward highly visual and interactive platforms. Instagram, TikTok, and Snapchat dominate their digital lives, driven by short-form video, authentic storytelling, and creative expression. For market research, this means leveraging these platforms for recruitment and engagement strategies that feel native to their experience. From targeted recruitment to feasibility testing, [social media](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/why-social-media-can-help-you-find-fresh-respondents) is a powerful addition to the modern researcher’s toolkit. It allows you to target specific people more easily than ever before, so you can make sure you’re reaching the right people for your research – and because of Gen Z’s tendency to share on social, by embracing social media you can also potentially reach greater numbers than ever before too. ## Lesson Two: Keep Things Interesting Gen Z’s attention span is famously short – around eight seconds – thanks to the sheer volume of content competing for their focus online. [Research](https://www.ucas.com/connect/blogs/how-to-capture-the-eight-second-attention-span-of-gen-z) shows global attention spans are narrowing, with trends and topics cycling faster than ever. For researchers, this means ditching lengthy introductions and embracing formats that hook participants instantly. Short-form video, interactive polls, and authentic storytelling are essential tools for capturing and holding their attention. The first few seconds matter most – make them count. ![Two girls looking at Gen Z market research community](https://info.angelfishfieldwork.com/hs-fs/hubfs/Generation%20Z%20women%20drinking%20coffee%20and%20chatting%20over%20video%20call%20during%20lockdown.png?width=4260&name=Generation%20Z%20women%20drinking%20coffee%20and%20chatting%20over%20video%20call%20during%20lockdown.png) ## Lesson Three: Keep It Quick Along the same lines, Generation Z are always on the go. They’ve grown up with technology and high speed internet, which means they expect things to work straight away – and if they don’t, they will assume it’s broken or that there’s something wrong and swiftly move on. So what’s the lesson for market researchers? That if you want success with the future generations, your research needs to go off without a hitch. But this isn’t something that just applies to Gen Z market research – as online research becomes increasingly popular as a whole, it’s more important than ever before to [make the right software choices](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/mroc-software-questions-to-ask). Start from today and make sure that you always thoroughly test your software before your research begins to iron out any problems and prevent any delays. By ensuring your research goes smoothly you can boost engagement and deliver more insightful results than ever before – and we don't know about you, but we think that’s quite a worthwhile lesson. ## Lesson Four: Embrace Technology Generation Z have grown up with technology. In fact, they are the first digital natives who were born into a completely digital world, with over [91%](https://www.becore.com/differences-gen-z-millennials/) already having a digital footprint and [98%](https://economictimes.indiatimes.com/small-biz/security-tech/technology/98-of-gen-z-now-own-a-smartphone/articleshow/61149113.cms) owning a smartphone – and because of this they’ve got an on-the-move nature. But what can we learn from this? That mobile based methodologies aren't just trends; they're the future. From [MROCs](https://angelfishfieldwork.com/recruitment/market-research-online-communities/) and [mobile ethnography](https://angelfishfieldwork.com/recruitment/ethnography/) to apps and video diaries, the future of research is going to embrace all things digital, which means that anything on the go will appeal. As Gen Z matures and their influence grows, traditional location-based methodologies are giving way to digital-first approaches. Online communities, mobile ethnography, and social listening are no longer optional – they’re essential. The takeaway? To stay relevant in Gen Z market research, you must meet them where they are: in digital spaces that feel natural and engaging. ## Gen Z is becoming one of the most sought-after demographics in qualitative research. To find out more about how to [recruit Gen Z for market research](https://angelfishfieldwork.com/our-community/recruiting-generation-z/), download our free [cheat sheet](https://info.angelfishfieldwork.com/gen-z-research-cheat-sheet), which offers practical guidance for recruiting and engaging Gen Z market research participants without overcomplicating the process.  [![Generation Z Cheat Sheet](https://info.angelfishfieldwork.com/hs-fs/hubfs/Generations%20Cheat%20Sheets-Landing%20Pages-Gen%20Z.png?width=1500&height=581&name=Generations%20Cheat%20Sheets-Landing%20Pages-Gen%20Z.png)](https://info.angelfishfieldwork.com/gen-z-research-cheat-sheet) ## Enjoyed this article? Here are some other resources you might like: - [How Video Enhances Market Research with Gen Z](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/why-video-is-so-important-when-conducting-research-with-gen-z) - [Tips on Recruiting Gen Z for Market Research](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/four-tips-for-capturing-generation-z-attention) - [How to Engage Gen Z in Qualitative Market Research](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/qualitative-market-research-move-over-millennials-for-generation-z) - [Understanding Gen Z: Sensitive Topics & Online Communities](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/gen-z-sensitive-topics-online-research-communities) - [Recruiting Students for Market Research](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/how-to-recruit-students-for-consumer-fieldwork-) ##### Recent Posts - [![GLP-1 research is essential for understanding the consumer journey](https://info.angelfishfieldwork.com/hubfs/129.png)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/glp-1-research-consumer-health) ##### [GLP-1 Research: Understanding a Rapidly Changing Consumer Journey](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/glp-1-research-consumer-health) - [![Market researcher prepping brief for AI market research project](https://info.angelfishfieldwork.com/hubfs/124.png)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/market-research-brief-ai-risks) ##### [The Risks of Using AI to Write a Market Research Brief](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/market-research-brief-ai-risks) - [![• Person researching health advice across digital devices, illustrating modern consumer health trends.](https://info.angelfishfieldwork.com/hubfs/120.png)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/consumer-health-trends) ##### [From TikTok to ChatGPT: Understanding Today's Consumer Health Trends](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/consumer-health-trends) ### Posts by Tag - [Accessibility Recruitment (2)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/accessibility-recruitment) - [Accompanied Shopping (10)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/accompanied-shopping) - [AI & Market Research (6)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/ai-market-research) - [Audiences (4)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/audiences) - [Baby Boomers (5)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/baby-boomers) - [Charity Market Research (3)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/charity-market-research) - [Consumer Health (4)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/consumer-health) - [Customer Closeness (7)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/customer-closeness) - [Data Quality (4)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/data-quality) - [Design Sprint (4)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/design-sprint) - [Digital Ethnography (8)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/digital-ethnography) - [FMCG (3)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/fmcg) - [Focus Groups (14)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/focus-groups) - [Generation Alpha (13)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/generation-alpha) - [Generation X (3)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/generation-x) - [Generation Z (12)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/generation-z) - [Market Research Recruitment (25)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/market-research-recruitment) - [Market Research Screener (3)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/market-research-screener) - [Media Market Research (1)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/media-market-research) - [Millennials (7)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/millennials) - [News (3)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/news) - [Online Communities (19)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/online-communities) - [Online Focus Groups (5)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/online-focus-groups) - [Online Qual (6)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/online-qual) - [Participant Recruitment (19)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/participant-recruitment) - [Pulse Surveys (16)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/pulse-surveys) - [Qualitative Market Research (35)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/qualitative-market-research) - [Retail Market Research (12)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/retail-market-research) - [User Experience Testing (9)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/user-experience-testing) - [User Research Recruitment (8)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/user-research-recruitment) - [Ways of Recruiting Participants for Research (1)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/ways-of-recruiting-participants-for-research) See all ## Related Articles [![Gen Z using smartphone for video survey participation](https://info.angelfishfieldwork.com/hs-fs/hubfs/55.png?width=500&name=55.png)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/harness-video-for-market-research-youth) [Generation Z](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/generation-z) --- ### [How to Harness Video for Market Research...](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/harness-video-for-market-research-youth) Reaching young people for market research has always been a challenge, but video is the game-changer... [Continue Reading](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/harness-video-for-market-research-youth) [![Gen Z completing qualitative market research on smartphones](https://info.angelfishfieldwork.com/hs-fs/hubfs/42.png?width=500&name=42.png)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/engage-gen-z-in-market-research) [Qualitative Market Research](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/qualitative-market-research), [Generation Z](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/generation-z) --- ### [How to Engage Gen Z in Market Research: ...](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/engage-gen-z-in-market-research) Generation Z are no longer “the next big thing” – they’re here, they’re vocal, and they’re reshaping... [Continue Reading](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/engage-gen-z-in-market-research) [![Gen Z participants engaging in a focus group for market research.](https://info.angelfishfieldwork.com/hs-fs/hubfs/52-1.png?width=500&name=52-1.png)](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/how-to-recruit-gen-z-for-market-research) [Generation Z](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/topic/generation-z) --- ### [How to Recruit Gen Z for Market Research...](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/how-to-recruit-gen-z-for-market-research) Ah, Generation Z. Teenagers and young adults today often get a bad rap in market research: hard to e... [Continue Reading](https://info.angelfishfieldwork.com/market-research-fieldwork-blog/how-to-recruit-gen-z-for-market-research)   [![Angelfish Fieldwork ](https://info.angelfishfieldwork.com/hs-fs/hubfs/AngelfishFieldwork%20_January2019/Images/af-wo2.png?width=200&height=68&name=af-wo2.png)](https://angelfishfieldwork.com/) [![MRS evidence matters](https://angelfishfieldwork.com/wp-content/uploads/2025/04/em-new.png)](https://www.mrs.org.uk/) [![MRS evidence matters](https://angelfishfieldwork.com/wp-content/uploads/2025/04/rac-new.png)](https://www.mrs.org.uk/learningCPD/recruiter-accreditation-scheme) [![highly commended logo white](https://angelfishfieldwork.com/wp-content/uploads/2024/08/mrs-2024.png)](https://www.mrs.org.uk/awards/oppies)[![cyberEssentials logo](https://angelfishfieldwork.com/wp-content/uploads/2023/12/cyberEssentials-logo-300x142.png)](https://www.ncsc.gov.uk/cyberessentials/overview) [![GDQ Logo](https://angelfishfieldwork.com/wp-content/uploads/2025/06/gdq-footer.png)](https://www.globaldataquality.org/excellence-pledge)[![](https://angelfishfieldwork.com/wp-content/uploads/2025/06/mrs-inclusion-wo.png)](https://www.mrs.org.uk/resources/ceo-inclusion-pledge) ##### RECRUITMENT - [ACCOMPANIED SHOPPING](https://angelfishfieldwork.com/recruitment/accompanied-shopping/) - [FOCUS GROUPS](https://angelfishfieldwork.com/recruitment/focus-groups/) - [FOCUS GROUPS LONDON](https://angelfishfieldwork.com/recruitment/focus-groups/focus-groups-london/) - [ONLINE COMMUNITIES](https://angelfishfieldwork.com/recruitment/market-research-online-communities/) - [ONLINE INTERVIEWS](https://angelfishfieldwork.com/recruitment/online-focus-groups/) - [QUALITATIVE MARKET RESEARCH](https://angelfishfieldwork.com/qualitative-market-research/) - [RECRUITMENT](https://angelfishfieldwork.com/recruitment/) - [REMOTE USER RESEARCH](https://angelfishfieldwork.com/recruitment/remote-user-research/) ##### ABOUT US - [WHAT MAKES US DIFFERENT](https://angelfishfieldwork.com/about-us/what-makes-us-different/) - [WHAT WE DO AND DON’T DO](https://angelfishfieldwork.com/about-us/what-we-do/) - [OUR COMMUNITY STATS](https://info.angelfishfieldwork.com/community-stats) - [MEET THE TEAM](https://angelfishfieldwork.com/about-us/meet-the-team/) - [LET'S TALK](https://info.angelfishfieldwork.com/market-research-fieldwork-quote) - [FIND US](https://angelfishfieldwork.com/find-us/) - [CONTACT US](https://info.angelfishfieldwork.com/market-research-fieldwork-quote) ##### CONTACT US [+44 (0)1242 908872](tel:01242908872) Angelfish Fieldwork, Dodo Works, 7 Ambrose Street, Cheltenham, GL50 3LH © Angelfish Fieldwork  |  [Privacy](https://angelfishfieldwork.com/privacy-policy/)  |  [Cookies](https://angelfishfieldwork.com/cookies/)  |  [Terms & Conditions](https://angelfishfieldwork.com/terms-conditions/) |  [Find us](https://angelfishfieldwork.com/find-us/)