How to Recruit Gen Z for Market Research: 4 Proven Tips

Ah, Generation Z. Teenagers and young adults today often get a bad rap in market research: hard to engage, unreliable, short attention spans… It’s no wonder researchers find them a tricky audience. But here’s the truth: Gen Z’s buying power is skyrocketing, and their influence on consumer trends is undeniable. If you want to stay relevant, you need to know how to recruit Gen Z for market research, and how to keep them engaged so they actually want to take part.

Here’s what we’ve learned from real projects and participants:

Reach Out in the Right Way

Gen Z lives online. 98% own a smartphone, and most have never known life without social media. They spend hours every day on platforms like TikTok, Instagram, and YouTube, where short-form video and authentic content dominate.

For researchers, this means social media recruitment isn’t optional—it’s essential. Targeted campaigns allow you to reach specific demographics quickly and cost-effectively. Facebook Ads still work for feasibility checks, but Instagram and TikTok are where Gen Z really hangs out. These platforms thrive on visual storytelling, so make sure your recruitment feels native to their experience.

Capture Attention in Seconds

Gen Z’s attention span averages 6–8 seconds, thanks to the constant stream of content competing for their focus. They’re used to digesting information in bite-sized chunks—think TikTok clips and Instagram Stories.

To stand out, your ads and research tasks need to be creative, visual, and interactive. Use bold imagery, short videos, and clear messaging. Hook them instantly with why the research matters and what’s in it for them. The first few seconds count—make them count.

Show Them Their Voice Matters

Gen Z isn’t just looking for incentives—they want impact. They care about purpose, inclusivity, and transparency, and they want to know how their input will make a difference.

When recruiting, clearly explain:

• What the study is about
• Why it matters
• How their feedback will help shape products or experiences

Position participation as collaboration, not extraction. This generation values being heard—so show them you’re listening.

Choose Digital-First Methodologies

Gen Z are true digital natives. They expect research to be mobile-friendly, fast, and frictionless. Traditional location-based methods are fading; instead, embrace:

• Online communities (MROCs)
• Mobile ethnography
• Video diaries and app-based tasks

These approaches let participants share experiences in ways that feel natural—on their own time, in their own space. Short, snappy tasks and creative formats keep engagement high and deliver richer insights.

The Bottom Line

Gen Z’s influence and spending power are growing fast. To succeed, researchers must master how to recruit Gen Z for market research—by recruiting where they live (social media), designing for short attention spans, and using digital-first methodologies that feel authentic and inclusive.

Want to see how this works in practice?

Check out our Gen Z Market Research Case Study: Building an Online Community
Read the case study here

Further Reading

• Why Video Enhances Market Research with Gen Z
• 4 Things We Learnt from Gen Z Research Participants
• How to Engage Generation Z in Qualitative Market Research
• How to Harness Video to Reach Young People for Market Research
• Recruiting Gen Z and Millennials for Market Research
• Gen Z and Sensitive Topics: Online Research Communities