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:
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.
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.
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:
Position participation as collaboration, not extraction. This generation values being heard—so show them you’re listening.
Gen Z are true digital natives. They expect research to be mobile-friendly, fast, and frictionless. Traditional location-based methods are fading; instead, embrace:
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.
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.
Check out our Gen Z Market Research Case Study: Building an Online Community
Read the case study here