You're struggling to connect with Generation Z for marketing research. How can you engage them effectively?

Marketing research questions and surveys these days continue to be quite formal and dry in terms of tone. Use conversational language. Make the research/survey experience fun for GenZ. Gamify it. Use projective techniques instead of straight question and answer format.

Gen Z is always on digital media and is up to date about things going around. Also, they are vocal. So, one needs to be authentic and have original content. They want to connect with the brand through the brand story, and their fast-paced and trendy lifestyle. Show how the brand is solving an existing problem and how it will affect the people in society.

Gen Z values honesty and transparency. They can quickly identify inauthentic attempts to engage with them, so ensure your messaging is genuine and aligns with their values.

Nothing is more influential than visual appeal; if something is used by people you admire, it just adds the cherry on the top. Gen Z creates and consumes many reels, memes, web series, etc, and follows many people on social media. When brands tie up with these influencers based on their content and how they relate to the brands like influencers performing puja and ordering aggarbatis or incense sticks of some famous brands.

Collaborate with influencers who resonate with Gen Z. Influencers have built trust with their audiences, making them effective in encouraging participation in research.

Gen Z wants everything at their fingertips. This generation trusts technology more than their neighborhood. So, the usage of technology should not be a choice. Use interactive forms like typeforms, google forms, quizzes or polls embedded in news apps or social media in the form of ads and make it easy to fill using radio buttons or checkboxes.

Gen Z is digitally native, so utilize platforms they frequent, like TikTok, Instagram, and Snapchat. Consider using AI-powered chatbots or gamified surveys to make participation more engaging.

To capture Gen Z's attention, content must be interactive, visually appealing, and easy to digest. Use short videos, memes, and quizzes to make the research process more enjoyable.

Offers and incentives if curated properly can lure everyone. Market research can be boring at times but building stories and making them interesting and worth taking a shot by offering incentives like pictures on the packaging, discount coupons on featured products, opportunities to meet celebrities, and travel opportunities as Gen Z value experiences.

Provide rewards that appeal to Gen Z, such as gift cards, exclusive access to events, or even social media shoutouts. They appreciate tangible benefits for their time.

Create a sense of belonging by building online communities where Gen Z can share their opinions and experiences. This not only encourages participation but also helps generate more authentic insights.