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