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Case Study: Completing Market Research with Gen Z Consumers

Case Study: Completing Market Research with Gen Z Consumers

The Gen Z demographic is notoriously difficult to reach for market researchers due to their general disinterest in participating in studies and limited availability due to work or school. 

In a recent case study, our client approached us seeking to conduct research studies with Gen Z participants between the ages of 18-25, with specific requirements for representation from diverse backgrounds, nationalities, and careers within the age group. As a company that specializes in recruiting hard-to-reach participants, we were up to the challenge. 

The Situation

We were approached by our client to complete research studies with Gen Z participants between the ages of 18-25 to learn their opinions on a variety of different topics. The client wanted to see different backgrounds from within the age group, and varied careers, incomes, and family types.

Challenges & Solutions

The Gen Z group is a particularly challenging demographic to reach in market research. Based on our experience, 18-25-year-olds are generally not keen on participating in research studies. Those who are willing are often in post-secondary school or entry-level work, which makes their availability for interviews and focus groups limited.

Our first challenge was to find Gen Z consumers who met the specific requirements of our client’s research needs. Despite Gen Z’s use of social media, it can be challenging to reach this demographic through traditional advertising and recruitment methods. 

We relied on our large database of general population participants and pre-screened them to begin our search. Additionally, we ran targeted social media campaigns and reached out to older parents in our database to get referrals to any of their children who may be interested.

Another challenge was to find participants with specific interests and behaviours to match the needs of our client’s research requirements. Our client sought representation from different demographics amongst the participants, such as those who were married, had children, had higher household incomes, and other points of differentiation. 

To meet these specific requirements, we conducted extensive research to identify potential participants and used our expertise in recruitment to ensure that the final sample met the quota splits provided by the client.

The Results

Our work proved fruitful, and we were successfully able to recruit all respondents for the needs of the project. Despite the challenges that arose while we found participants, the client was very pleased with our work overall. 

While the Gen Z demographic poses challenges for market researchers, firms like Decision Point Research play a critical role in overcoming these obstacles. By utilizing our experience, expertise, and resources, we successfully identify and engage with hard-to-reach populations like Gen Z, ensuring that our final samples meet the specific needs of our client’s research.

Looking to conduct market research with a niche demographic like the Gen Z population? Look no further than our expert services! We specialize in recruiting hard-to-reach participants and are the premier choice for locating Gen Z respondents. Contact Decision Point today to learn how we help.

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