Market research for young people
Success factors and methods for Generation Z
Generation Z — born between 1997 and 2012 — has long been more than just a target group for youth products. It influences buying decisions in families, shapes trends and presents companies with new challenges. But how can brands authentically reach this generation? The answer lies in targeted market research that takes the lives of young people seriously.
Why market research is essential for young people
Young people are not only consumers, but also opinion leaders and trendsetters. They move in digital spaces, communicate via social media and develop their own values. To successfully design products and marketing strategies, companies must understand the needs and behaviors of this target group.
Challenges in youth market research
Market research involving young people presents specific challenges:
- Access to the target group: Young people are difficult to reach and react sensitively to traditional market research methods.
- Quick trend changes: What is “in” today may be “out” tomorrow.
- Digital living environment: Communication and consumer behavior mainly take place online.
Methods of youth market research
In order to obtain valid and relevant data, experts rely on a combination of qualitative and quantitative methods:
- Online communities and netnography: The observation and analysis of online communities provides insights into the behavior and opinions of young people in their natural digital environment.
- Mobile ethnography: By using smartphones, young people can document their everyday lives, which offers authentic insights into their living environment.
- Focus groups and in-depth interviews: In moderated group discussions or individual interviews, young people express their opinions on products, brands and trends.
- online surveys: Standardised questionnaires make it possible to collect quantitative data on attitudes and behaviours.
Success factors for market research with young people
In order to achieve meaningful results, the following aspects should be considered:
- Building trust: Open and respectful communication is crucial to get honest answers.
- Adjustment of methods: The choice of methods should be adapted to the living environment and communication habits of young people.
- Ethics and data protection: Special sensitivity is required when handling personal data and complying with legal requirements.
Trends and insights from recent studies
Recent studies show that young people place great value on authenticity, sustainability and social responsibility. They are digitally connected, but they are also critical of their permanent online presence. Companies that take these values seriously and incorporate them into their communication can build a strong bond with the target group.
conclusion
Market research involving young people requires specific know-how, empathy and the willingness to engage with the constantly changing lives of this target group. Companies that take on this challenge can not only develop products that keep up with the times, but also build long-term customer relationships.
About KB&B — Family Marketing Experts
As a specialist in marketing for children and families, KB&B has many years of experience in market research with young people. With tailor-made methods and a deep understanding of the target group, KB&B helps companies develop authentic and successful marketing strategies.
