
Why Video Research Works So Well With Generation Z
Move over Millennials, Generation Z are now centre stage.
Born between 1995 and 2010, Gen Z are digital natives who grew up in a fast-paced, hyper-connected world, in fact, by next year, Gen Z will account for 2.56 billion of the global population. Their influence on consumer trends is enormous, and with many now entering the workforce and controlling their own spending, understanding them through market research has never been more important.
But how do you truly engage a generation raised on TikTok, YouTube Shorts, and Insta Reels? One answer stands out: video research.
Meet Generation Z
Generation Z have grown up with five screens in front of them, and they’re often using them all at once. Smartphones, laptops, tablets, TVs and smartwatches are now part of their everyday lives. They’re constantly connected, social by nature, and prefer quick, visual content to lengthy, text-based formats.
Even the younger members of this cohort—children aged 8–12—spend hours watching content on YouTube, participating in video calls for school, and interacting with friends via video. This makes video-based methodologies feel natural and engaging.
So how can you reach them effectively through research?
Three Reasons Video Research Engages Gen Z
1. It’s Fun, Familiar, and Feels Natural
Whether it’s watching tutorials, sharing game clips, or filming day-in-the-life vlogs, Gen Z are deeply comfortable with video. It’s their native format and it’s far more appealing than traditional face-to-face focus groups or long surveys.
From short selfie videos and product reviews to video diaries and task-based filming, video research feels more like an extension of their everyday habits than a formal research activity.
2. It’s Fast and Fits Into Their Lives
This generation thrives on quick interactions and on-demand everything. Long, drawn-out sessions don’t hold their attention, but video tasks can be completed in minutes, on their own schedule, using just a phone.
Whether it’s responding to a prompt, recording their thoughts after using a product, or completing a diary task, video allows them to engage quickly, without disrupting their lives.
3. It’s Empowering and Expressive
Gen Z aren’t just digital natives, they’re socially conscious, emotionally aware, and eager to be heard. Video lets them express themselves in their own voice, tone, and body language, creating richer and more personal insights for researchers.
It also gives them a sense of control. Rather than answering multiple-choice questions, they can speak freely and show you how they feel, not just tell you.
Video Research in Action: What Works Best
Some of the most effective ways to use video in Gen Z research include:
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Video diaries: To capture day-to-day experiences over time
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Unboxing or product review videos: Great for consumer feedback
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Self-recorded interviews: More relaxed and accessible than group settings
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Ethnographic video tasks: Showcasing home environments or shopping journeys
Final Thoughts: Speak Their Language
Video is more than just a format, it’s a way to connect with Gen Z on their terms. It’s authentic, engaging, and empowering, making it an essential tool for anyone conducting qualitative market research with young people.
At Angelfish, we specialise in connecting brands with children and young people through innovative, ethical research methods. If you’re looking to make your next project stand out, we’d love to help.
Explore our complete guide to conducting market research with children and young people.
Further Resources on Gen Z Market Research
Want to dive deeper into engaging Generation Z in your research?
Here are some more helpful reads from the Angelfish blog:
- Move Over, Millennials – Here Comes Generation Z
- How to Recruit & Engage Gen Z for Qualitative Market Research
- Four Things We Learnt From Gen Z Market Research Participants