We Use Qualitative Research To Ascertain What It Is That Gen Z Wants

Smart businesses are engaging in finding out how to connect with Gen Z individuals, since they are the up-and-coming generation and the people who will be buying what we sell in the future –providing that what we sell is aimed at them and their desires.

In order to be able to do this, a business has to learn what it is that Gen Z is going to want, and how their behaviour may differ from those who have gone before them. Gen Z, by the way is, roughly speaking, individuals born in the mid 90’s to the early 2010’s, so, therefore, aged between about 10 and 25.

At Selfhood, we engage in qualitative research in order to establish the facts that a business needs to understand. Quantitative research involves the collection and analysis of numerical data for statistical analysis. Qualitative research on the other hand, is the opposite. It concerns collecting and analysing data that is not numerical, such as video, audio, or text, in order to learn about opinions, experiences, and concepts. It can be used to gain in-depth knowledge of problems and generate new ideas for research. It is commonly used in the humanities and social sciences, in subjects such as anthropology, sociology, education, health sciences, and history.

Attoos

So, for example, if you find that many Gen Z individuals enjoy having tattoos –which they do – then you might want to go into greater depth to find out why they do this and how your business can benefit from it. This research into youth insight can help to form ideas into how your business can progress by offering these people what it is that they want.

There are, indeed, several approaches to gaining youth insight, such as grounded theory, for instance. For this, we collect data on a topic of interest and then develop theories using inductive reasoning, which is the process of developing a theory. This is the opposite of deductive reasoning which is all about testing a theory which already exists.

Thankyou!