How to Engage Generation Z in Qualitative Market Research

Updated 27th June 2025

Generation Z are no longer “the next big thing” – they’re here, they’re vocal, and they’re reshaping the way we think about qualitative market research.

Born between the mid‑90s and early 2010s, Gen Z grew up in a fully digital world. They’re socially aware, tech-savvy, and more diverse than any generation before them. As of 2025, they’re well into adulthood – studying, working, shopping, and influencing family and brand decisions at every level.

To connect with this hyper-connected audience, market researchers need to adapt. It’s no longer just about using digital tools – it’s about using them well, with empathy and precision. In this blog, we explore the latest trends, behaviours and expectations of Gen Z, and share practical tips for how to recruit and engage them effectively in your next qualitative study.

1. Attention spans are short – but so is their patience

Generation Z live in a world of continuous updates. Thanks to platforms like TikTok, Instagram Stories, and BeReal, they expect content to be immediate and digestible – and research tasks are no exception.

This doesn’t mean they aren’t interested or insightful. It just means your research needs to grab their attention quickly and hold it. Think short, snappy tasks that let them be creative – such as quick polls, mini video diaries, or visual storytelling exercises.

Top tip: Methods like market research communities (MROCs) and asynchronous online platforms work brilliantly, offering a variety of bite-size tasks without demanding too much continuous screen time.

2. ...But they’re better at multitasking

Gen Z might have shorter attention spans than Millennials, but they’re also masters of juggling multiple tasks at once. At any moment, they might be researching on their tablet, messaging friends on their phone, and watching Netflix – all at the same time.

This multitasking mindset actually benefits online qualitative research. MROCs, bulletin boards, and diary studies allow Gen Z to participate at their own pace and in their own space, often across multiple devices.

Want to know more? Check out our blog on how to recruit and engage Gen Z for qualitative market research.

3. They're more digital than ever

Millennials may have pioneered digital culture, but Gen Z are true digital natives. As of 2025, nearly all Gen Z participants own a smartphone, and most engage daily with apps like TikTok, YouTube Shorts, and Instagram Reels.

So when it comes to qualitative research, traditional approaches like long-form focus groups may feel outdated. Instead, look to digital-first methods like video diaries, app-based surveys, and social media ethnographies.

Here’s why video is so important when conducting market research with Gen Z.

4. They expect instant everything

Gen Z have grown up with on-demand everything: TV, food, transport, you name it. If something doesn’t work instantly, they assume it’s broken.

The same applies to your research tech. You need smooth, user-friendly tools with minimal lag and clear instructions. And don’t forget to test your platforms before launch – any glitches can lead to disengagement or drop-outs.

Pro tip: A tech issue may be no big deal to you – but for Gen Z, it can be a deal-breaker.

5. Social and video-based research is the new norm

Generation Z have never really known a world without social media. They’re comfortable sharing their opinions through short-form video, reactions, and comments and they expect research to be just as dynamic.

Whether it’s video diaries, social media trend tracking, or live-streaming feedback sessions, your qualitative research should reflect their preferred ways of communicating.

6. Recruitment needs a refresh too

Reaching Gen Z in 2025 means meeting them where they are – online. Think TikTok ads, YouTube influencers, Instagram stories, and student communities.

Offer flexible times, digital incentives, and a smooth application process. And don’t forget – Gen Z are more conscious about their data than previous generations. Be transparent and build trust from the outset.

Four tips on how to recruit Gen Z for market research

7. They want honesty and purpose

Authenticity matters more than ever. Gen Z can spot inauthentic messaging from a mile away. They care about social justice, mental health, sustainability, and inclusivity – and they want to be involved in projects that reflect these values.

That means your moderators need to be relatable, open, and inclusive. And your research themes should feel meaningful – not just market driven.

Check out our top tips for engaging and empowering young people during research.

In conclusion: Think digital, be human

As Generation Z continues to mature, qualitative research must evolve to keep pace with their habits and expectations. By blending digital tools with thoughtful, creative methods, researchers can connect with Gen Z in a way that’s both meaningful and insightful.

Want to dig deeper? Download our free toolkit for conducting market research with children and young people – or contact our team to chat about how we can help you reach and engage this influential generation.

Enjoyed this article? Here are some other resources you might like:  

Four things we learnt from Gen Z research participants
Six ways to recruit children and young people for market research
How to engage young people and kids in market research
5 reasons why you need market research online communities
5 reasons you should use WhatsApp in your online qualitative research
Five top tips for engaging and empowering young people during research
10 tips for conducting market research with children & young people
How to harness video to reach young people for market research