Reaching Gen Z for Market Research Insights with Jennifer Reid

·23 min·2 clips

Jennifer Reid's Gen Z kids almost missed university registration because they never check their email.

Priscilla McKinney hosts Jennifer Reid on the Ponderings from the Perch podcast. McKinney introduces her new book, 'Collaboration is the New Competition,' before transitioning to the episode's focus. Reid is introduced as a pioneer in online research methodologies, with experience dating back to the Angus Reid Group in 1998. The discussion centers on how to effectively reach Gen Z (ages 14-24) for consumer insights. Reid notes that Gen Z rarely checks email, making traditional survey invitations ineffective. She emphasizes that trust and transparency are crucial because this generation was taught not to share personal information online. Reid recommends using mobile-first approaches, including SMS and messaging platforms, to connect with Gen Z in their natural environments. She suggests employing video and social media for recruitment, as these are where Gen Z spends time. Reid warns against trying to mimic Gen Z slang or behavior, advocating for authenticity instead. She shares an example where creative questions, like comparing an election to a type of trip, yielded rich insights from young people. Reid also mentions that Gen Z is willing to share deeply personal experiences, such as discussing gender identity or surgery scars, when engaged properly. The conversation touches on Rival Group's technology, which uses SMS for conversational surveys that feel like messaging. Reid explains that this approach works across generations, including boomers. The episode concludes with McKinney thanking Reid for her insights into how Gen Z will shape future markets.

As heard by us

For Gen Z research, trust comes before the insight brands hope to earn.

This PlayNext episode treats Gen Z research first as a question of trust, then as a question of method. Its clearest thread is transparency: brands are asking for personal information from a generation taught to be careful about giving personal information to strangers online.

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Why you'd press play

You will hear why trust and transparency have to come before the insight brands want from Gen Z.

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