How to Recruit Students for Market Research

Updated: 21st August 2025

Gen Z are the generational cohort born between 1997 and 2012, and as of 2021 there were just under 12.7 million of them in the United Kingdom, making them the influencers of tomorrow. Barely out from under their parents’ roofs, the spending power of Gen Z is rising by the day, making their habits and behaviours integral to market research today.

With all this in mind, it’s no wonder that most brands are extremely eager to understand the younger market. From their likes and dislikes to their spending behaviour and even their opinions on different products, Gen Z is an incredibly important demographic for market research. But reaching out to this generation can sometimes be a bit of a challenge.

So what’s the secret to fieldwork recruiting Gen Z? Read on for our top tips...

Find them online

Cold calling and posters in student unions won’t cut it anymore. Today’s students live almost entirely online – from studying and shopping to socialising and entertainment. If you want to reach them, the internet is your first port of call.

The most effective way to connect is via the platforms they use daily. Instagram, TikTok, and YouTube are perfect for raising awareness of studies, while student-focused online communities, Discord groups, and university forums can also yield great results.

Peer-to-peer sharing is especially powerful with this age group: if one student signs up and has a good experience, they’re likely to share it with friends. Paid advertising can also work well if carefully targeted, with Instagram and TikTok ads focusing on 18–24-year-olds.

Head to student fairs

Colleges and universities run countless events throughout the academic year, from career fairs to student community days. These are excellent opportunities to connect directly with students.

Don’t just think physical events, though – many universities now host virtual fairs too. Whether in person or online, make sure you create a presentation that stands out. Flyers and freebies still work, but QR codes linking straight to your sign-up page will get the best results with this mobile-first generation.

Consider your incentive

When it comes to recruitment, incentives are essential. For students, who are often balancing studies, part-time work, and tight budgets, the right incentive can make all the difference.

Cash remains king, but flexible eGift cards are also very effective. Popular choices include Amazon, Deliveroo, Uber Eats, supermarkets, or multi-brand voucher cards. Whatever you choose, make sure it’s relevant, useful, and reflects the time commitment of the research.

Make sure you do your homework

Recruiting students for market research isn’t just about access – it’s about understanding them. Gen Z is often seen as digital-first, but that doesn’t mean they’re interested in everything tech-related.

Research shows they care deeply about sustainability, ethical brands, and authenticity. They’re also highly informed, with many using AI tools and online communities to make purchasing decisions. By doing your homework and tailoring your approach to their interests, you’ll not only recruit more effectively but also keep them engaged throughout.

Invite them to collaborate

Another important thing to consider when fieldwork recruiting young people is that Generation Z is the first truly digital native generation - which means they love being on the edge of innovation. When inviting students to take part in research, make it clear that you’re not just looking for responses, but collaboration.

Show them that their voices matter, that their opinions will help shape real products and services, and that they can be influential among their peers. Co-creation is key: when students feel valued, they’re far more likely to participate fully and provide the rich insights you need.

In conclusion...

When it comes to Generation Z and successful fieldwork recruiting, it’s important to look in the right places, offer a strong incentive and appeal to the values of young people so that you can find enthusiastic students for your consumer fieldwork. Want to find out more? No problem! At Angelfish, there’s nothing we don’t know about recruiting young people across a range of methodologies - why not download our checklist to find out more?

Further Reading

If you found this article useful, you might also enjoy these blogs on recruiting and engaging young people in research:

• Four Ways to Recruit Young People via Social Media

• How to Engage Kids and Young People in Market Research

• Five Tips for Incentivising Children in Qualitative Market Research

• How to Recruit & Engage Gen Z for Qualitative Market Research