Channel 4: Beyond Z – the real truth about British youth

Channel 4 designed a flexible data collection methodology to understand Gen Z's lives, behaviours and attitudes, challenging client preconceptions about young audiences in the UK, and positioning itself as experts in the key 16- to 34-year-old demographic.


Beyond Z goes beyond glib, broad-brush characterisations of young people, to deliver a sophisticated, nuanced picture of what it is to be young in the UK today. Using synthetic cohort analysis, it recognises that young people are not all the same, will not stay the same, are not necessarily different from older people, now or when they were young themselves. Going beyond the usual centres covered by research, we empowered young people to set the research agenda.

The study has informed almost everything we do for young people. It formed the core of the content at events where our...

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