Reaching young people for market research has always been a challenge, but video is the game-changer.
Why Video Works for Youth Market Research
Young audiences crave visual, interactive content. According to Attest’s 2025 Gen Z Media Consumption Report:
- 81% of Gen Z use social media daily, and over 50% spend 3+ hours per day on these platforms.
- 67% prefer short-form video content like comedy, memes, and quick tutorials.
- 43% engage with interactive media such as polls and livestreams.
This preference for fast, visual-first content makes video-based research methods such as video diaries, selfie-style responses, and live video interviews ideal for capturing genuine insights.
Best Practices for Engaging Gen Z with Video
- Keep it short and authentic: Gen Z values honesty and relatability. Avoid overly polished content—opt for real, conversational prompts.
- Use platforms they love: TikTok-style challenges or Instagram Stories can make research feel natural.
- Prioritise privacy and consent: Especially for under-18 participants, ensure clear guidelines and parental permissions by referring to MRS Guidelines.
- Offer flexibility: Allow participants to record responses on their own time for better uptake and engagement.
Tools & Techniques
- Video diaries: Participants share thoughts in real-time, offering rich qualitative data.
- Interactive surveys: Combine video questions with quick polls for a dynamic experience.
- Influencer-led recruitment: Collaborating with trusted voices can boost participation.
The Power of Interactivity
How Angelfish Can Help Recruit Youth Market Research
At Angelfish Fieldwork, we’re experts in recruiting young audiences for qualitative research. Whether you’re running a market research online community (MROC), conducting video diary studies, or planning mobile ethnography, we’ll find the right participants and keep them engaged.
Our proven recruitment process combines:
- Targeted social media campaigns
- A pre-validated panel of 30,000+ respondents
- Expert screening and validation
We’ve helped brands successfully recruit Gen Z for everything from focus groups to UX testing. Learn more about our Market Research Recruitment Services or explore our Gen Z Market Research Hub.
Final Thoughts
There are a number of ways to integrate video into your market research. From video open-ends that can be added to surveys instead of more traditional text boxes to video diary tasks in market research online communities and mobile ethnography to short and snappy voxpops, it’s never been easier to integrate video into your qualitative market research.
The days of physically filming respondents and then taking weeks or even months to trawl through footage are long gone. Thanks to smartphones and tablets, respondents can record and upload video instantly so it’s ready for researchers to analyse right away. And that’s not all: today’s technology offers a huge variety of automation tools that can help researchers unlock insights faster than ever before, from identifying key themes to sentiment analysis.
Ready to embrace technology and appeal to young people?
If you’re keen to embrace technology to appeal to young people and would like to find out how to get started, download our beginner's guide to market research online communities.
-Oct-27-2025-02-32-06-6488-PM.png)
-Aug-21-2025-02-26-56-3517-PM.png?width=500&name=Untitled%20design%20(3)-Aug-21-2025-02-26-56-3517-PM.png)
.png?width=110&height=61&name=MRS%20(2).png)
