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.
Are insights “on demand” really within reach? Yes, indeed. Should you reach for them? It depends.
In marketing research, the common wisdom that has prevailed for decades is that for any initiative, there are inevitable trade-offs among cost, speed and quality. But rapidly evolving technology now offers us a dizzying array of well-priced options for blazingly fast data collection, both qualitative and quantitative. The promise of being able to conduct research that is “cheap,” “fast” and “good” without compromise is finally a reality!
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:
They are still relevant
The organization is living them
While you’re doing your review, here’s some inspiration to keep in mind.
Gen Z: people ages 3–23 (ish) and they’ve got spending power. Of course, a 7-year-old is not toting $3,000 around to spend on holiday gifting, but a study by CPC Strategy states that Gen Z as a group is planning on spending more this holiday season. While this same study does note that 66 percent of Gen Z is limited to a budget of less than $250, given the size of this generation, it still amounts to a lot of money.
When is a “yes” a certain response and when is it a maybe? Hesitation can be the key to unlocking the difference. As marketers and researchers, it’s critical that we get to the heart of consumers’ true attitudes.
We’ve been working with clients to assess the implicit level of certainty consumers have when associating attributes with various stimuli.
Let’s take a quick quiz. If you were to give an initial answer to the two items below, what would it be?
For item (a), the answer “4” automatically came to mind. But I bet many of you gave up on (b) and thought “too complicated, not worth the time.” Why is this? It’s not that you couldn’t solve (b). It’s that you didn’t want to. You unconsciously solved the 2×2 computation because your memory intuitively recognized it. However, 17×34 required more effort. These differences are referred to as System 1 and System 2 thinking, a process developed by psychologist Daniel Kahneman to help explain how we make decisions: