Rather than viewing AI as a standalone tool, researchers should recognize it as a foundational element of Gen Z’s digital environment. As Daniel Berkal, SVP of Research at The Palmerston Group, puts it, AI isn't a separate topic—it’s the underlying infrastructure shaping how Gen Z discovers, decides, and engages with content and products.
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Generational Insights
May 30, 2025
How to Run Effective Focus Groups for Gen Z (With Real Examples)
Learn how to design Gen Z-friendly focus groups using flexible formats, creative tools, and real examples that unlock honest, actionable insights.
Gen Z consumers—born between the mid-1990s and early 2010s—are reshaping the way market research is conducted. With digital fluency, a deep sense of individuality, and a low tolerance for anything inauthentic, this generation challenges traditional research approaches. For researchers, this means rethinking the format, language, and environment of focus groups to better capture genuine insights from a demographic that values transparency, creativity, and control.
This article offers a deep dive into how market researchers can adapt focus groups to meet Gen Z’s expectations and preferences. Drawing on expert interviews and real-world examples, we explore practical strategies for creating engaging, honest, and meaningful experiences that drive more accurate and actionable insights.
Understanding Gen Z: Key Traits That Influence Participation
Gen Z is the first truly digital-native generation. They have grown up with smartphones, social platforms, and on-demand everything. Their communication is visual, fast-paced, and layered with irony, making traditional research methods feel clunky and outdated. They value peer influence over brand messaging and are quick to detect (and reject) anything they perceive as inauthentic.
For Gen Z, decisions aren’t made in isolation. They rely on shared experiences, social proof, and digital-first sources. This means researchers must design methods that meet them where they are, in the formats they prefer.
"Everyone’s got a curated feed, and everything can be delivered to their door. Shopping is decentralized, advice from others is everything." - Daniel Berkal, SVP Research at The Palmerston Group
Rethinking Focus Group Design for Gen Z
To engage Gen Z meaningfully, researchers must reimagine what a focus group looks and feels like. Long sessions in sterile conference rooms are unlikely to yield rich insights from a generation used to dynamic, personalized interactions. Instead, try:
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Flexible participation: Blend live sessions with asynchronous tasks that participants can complete on their own time.
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Multimedia storytelling: Encourage participants to create content using tools they already use, such as CapCut or TikTok. Self-recorded videos, memes, and day-in-the-life clips can reveal deep behavioral insights.
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Familiar digital spaces: Host discussions on platforms like Instagram, Discord, or Zoom, where Gen Z already engages.
Example: A beauty brand asked Gen Z participants to record screen captures of their product search journey. These clips uncovered critical decision-making moments and emotional triggers that traditional questioning would have missed.
Moderation Techniques That Resonate
Gen Z doesn't want to be spoken to—they want to be heard and seen. Moderators should act more like collaborators or facilitators than traditional interviewers. Playfulness and creativity can open participants up and break down barriers:
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Expressive prompts: Ask participants to come dressed in costume, wear mood-themed outfits, or bring symbolic objects.
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Collaborative activities: Use live drawing tools or co-creation exercises where participants build concepts together.
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Peer-to-peer moderation: Consider using a Gen Z co-moderator or influencer to guide the session.
Daniel Berkal of The Palmerston Group explains, "we’ve encouraged participants to come dressed in cosplay...Actively exposing differences can make things interesting."
Creating an Environment for Honest, Unfiltered Feedback
The key to authentic feedback lies in making participants feel like they’re not being observed. Rather than traditional Q&A, offer options that let Gen Z express themselves in ways that feel natural:
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Video responses: Let participants record short vlogs, video diaries, or livestreams.
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Creative submissions: Accept content like memes, GIFs, or visual collages to express feelings and ideas.
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Personal storytelling: Invite participants to share narratives, not just opinions.
These flexible methods give participants control over how they communicate, creating a safe space for unfiltered, candid responses.
"We love getting people to make ‘day-in-the-life’ videos… Honesty happens when it doesn’t feel like a research setup." - Daniel Berkal, SVP Research at The Palmerston Group
Incentives and Recruitment That Actually Work
Motivating Gen Z to participate requires more than cash. They value experiences, social recognition, and transparency. Effective strategies include:
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Creative rewards: Offer digital badges, early access to content, or spotlight features in brand stories.
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Targeted outreach: Recruit through micro-communities, such as university groups, fandoms, or online creators they trust.
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Build trust early: Be clear about how their input will be used and why it matters.
Observing Gen Z’s Path to Purchase
To fully understand Gen Z’s shopping behavior, researchers must look beyond the purchase moment. Decision-making is visual, fast, and heavily influenced by social and AI-powered content. To uncover insights:
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Request screen recordings of product searches, checkouts, or TikTok shopping hauls.
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Analyze peer reviews and unboxings for emotional cues and brand perceptions.
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Recognize AI integration in their journey, from discovery to recommendation engines.
Pitfalls to Avoid
Successfully engaging Gen Z means avoiding outdated or one-size-fits-all strategies. Watch out for:
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Over-moderation: Let conversations flow naturally.
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Outdated tech: Avoid reliance on email or desktop-only platforms.
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Cultural homogeneity: Gen Z is diverse—respect and reflect that in your design.
To truly connect with Gen Z in a research setting, it’s essential to ditch the rulebook and embrace flexibility, creativity, and authenticity. By adapting focus group strategies to reflect Gen Z’s values and habits, researchers can uncover deeper insights and build genuine engagement.
This generation doesn’t just want to respond—they want to participate, create, and collaborate. Give them the tools and space to do that, and you’ll not only earn their trust but also discover what truly drives their behavior.
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Disclaimer
The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
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