>>Millennials, Generation Z, Children’s Research
Millennials, Generation Z, Children’s Research2018-04-01T21:23:29+00:00

Millennials, Generation Z, Children’s Research


Why has children’s research changed so much?

During the past 25 years, children’s research was mostly limited to focus groups, dyads, triads and one-on-one interviews. With the emergence of the Millennials and technology, Generation Z is a more complex group to research. First of all, Generation Z [ages 2 – 17] literally has “technology at their finger tips” as they are growing up with smart phones, ipads, laptops and a wide range of technology in their classrooms.

These children have a wider range of awareness of the environment around them, and of the products in their world. With their hand held devices, these children can make decisions and can navigate through a wider range of information that was not available even to Millennials. To this end, we recommend some of the following research methods to capture the thought process of Generation Z:

  • One-on-one interviews
  • Usability testing: recruitment of the parents and the children to observe how they use technology to make choices of products
  • Shop-alongs with the parents and the children using eye tracking technology
  • Developing in – store mock up settings to view children’s choices
  • Conducting focus groups with children
  • Having the children fill out a simple online survey at a Central Location
  • Application of sensory research to children’s research
  • Application of mobility research to teens, e.g. 13 – 17 years of age

In addition, statistical methods can be applied to children’s research data to generate insights into their decision making process. For further information on children research methods contact: