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In the “Before Times,” October 24 through November 17, 2019, to be exact, Fountainhead fielded quantitative research among 1,221 people ages 16-22. While that’s not the whole of Gen Z (it’s largely defined to go down to people age 7 or 8), we believe that this upper age range was best equipped to share insights about their habits and their world.

We’ve been in this industry a long time. Longer than we really want to admit. And we’ve heard many objections to conducting research that are pretty easily overcome. We’re here is to assure you that consumer or customer research is your friend.

Once upon a time…

When you hear those four words, you tend to think of stories. From lullabies, fairy tales and cartoons to books, movies, videos and social media, we as humans are wired to engage with stories. But when was the last time you used a story to present insights? We usually don’t equate insight presentations with storytelling. However, stories are a powerful way of communicating information.

Recently, we were conducting ethnographies about restaurants. Interviews were in and around Atlanta. Moe’s Southwest Grill came up in a number of discussions. And each person that mentioned it also shouted, in the same tone of voice, “Welcome to Moe’s!” Moe’s signature greeting. Hence, Moe’s has a brand ritual.

Terms like “nonbinary” and “cisgender” may be unfamiliar to some, but the world is changing and those of us that work in data capture have to change right along with it. We should ensure that the questions we ask consumers incorporate the language and perspective of today. It’s only fair to them and the businesses and brands we represent.

Every few years, your organization should look at its mission, vision and values to ensure two things remain true:

1. They are still relevant

2. The organization is living them

    

While you’re doing your review, here’s some inspiration to keep in mind.