Gen-Surveys: taking the research time machine to a GenZ-dominated world beyond 2020

This paper argues that the characteristics of Generation Z, who are more independent-minded and confident with technology, will drastically change the market research industry.

Gen-Surveys: taking the research time machine to a GenZ-dominated world beyond 2020

Katia Pallini, Annelies Verhaeghe and Joeri Van den Bergh

View the presentation deck for this paper

Introduction

One of the main buzzwords of 2015 within the market research industry is "agility", which literally means the power of moving quickly and easily. This does not come as a surprise, considering that the world around us is changing more rapidly than ever. We all recognize how this pace of change is speeding up, but only seldom do we take a step back to look at where this acceleration...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands