gen z
Karen Lynch
Chief Programming Officer at Greenbook
Beyond Bridget Jones: How Market Research Misunderstands the Modern Single
6 min read
Bridget Jones got it wrong. Singlehood isn’t a waiting room—it’s a distinct lifestyle researchers must understand beyond demographic labels.
Liz Thompson
Head of North America at Brand Genetics
The Progress Curve: Are Your Skills Keeping Pace? with Michelle Froah, ETS
4 min read
Michelle Froah shares her journey from engineering to marketing, revealing key pathways for career growth and professional success.
Ed Keller
Executive Director at Market Research Institute International (MRII)
Partner Content
Gen Alpha Consumer Insights: What Marketers Get Wrong
15 min read
Gen Alpha isn’t Gen Z 2.0. Their AI-driven, hyper-digital world is reshaping discovery, influence, and brand decisions.
The Signal from QRCA 2026: AI Moderation is Good Enough, Sometimes
7 min read
A decision matrix to choose AI-only, Hybrid, or Human-only based on risk, stakes, and nuance.
Karen Lynch
Chief Programming Officer at Greenbook
Our Identities Shape Our Insights, and AI Could Be the Great Multiplier
5 min read
Based on nearly 480 professionals, ICN Census 2025 captures how diversity, AI skills, and shifting roles define the modern insights workforce.
The Emerging Behavioral Blueprint of Gen Alpha
5 min read
Gen Alpha’s fluid identities and micro-communities demand new research methods. Discover how adaptive insights help brands keep pace with this generat...
Ethel Klein
VP of Customer Success at Behaviorally
How to Write a Great Case Study in the Insights and Analytics Industry
3 min read
Discover how impactful case studies connect data to decisions. Learn to craft compelling narratives that showcase research's vital role in driving bus...
Karen Lynch
Chief Programming Officer at Greenbook
Karen Lynch
Chief Programming Officer at Greenbook
Decoding Gen Z: The Framework Brands Can’t Afford to Miss
7 min read
Gen Z is a culture of its own. Discover the “Alt, Shift, CTRL, Undo” framework that helps brands close the gap in truly understanding them.
Gary Rudman
President/Founder at GTR Consulting
Partner Content
Gen Alpha vs Gen Z: Two Generations, Two Totally Different Consumer Playbooks
6 min read
Gen Alpha isn’t Gen Z 2.0. Attest’s new research reveals what brands must know to connect with this next generation as they turn 16 in 2026.
Nick White
Head of Strategic Research at Attest
5 Playful Projective Techniques for Qualitative Research That Make People Open Up
5 min read
Tired of safe answers? Discover five creative projective methods to make qualitative sessions fun, expressive, and full of hidden insights.
Monika Karamchandani
Group Leader - Consumer Science - Chocolates AMEA at Mondēlez International
The Growing Influencer Marketing Imperative
3 min read
Effective influencer marketing happens when creators translate brand messages authentically, building advocacy and driving real Gen Z engagement.
The New Research Stack: AI, Creators & Confused Algorithms
Market research is booming and evolving fast—NIQ’s billion-dollar IPO, prediction markets rising, an...
The Rise of Intentional Spending in 2025
5 min read
Consumers in 2025 seek intentional, value-driven purchases—favoring authenticity, community, and curated experiences over impulsive, algorithmic buys.
Silvia Gatti
Senior Consultant at We Live Context
The Sea Change: Insights from the 2025 GRIT Business Outlook
4 min read
GRIT’s Business Outlook reveals a research industry at a crossroads—tech-driven, cost-conscious, and demanding insights that drive real decisions.
Elaine Riddell
Managing Director at Oaklins DeSilva+Phillips
Understanding Gen Z and Gen Alpha: A New Playbook for Market Researchers
7 min read
Discover how to design effective research for Gen Z and Gen Alpha with platform-specific strategies, behavioral insights, and real-world methodology i...
Ashley Shedlock
Content Producer at Greenbook
Meeting the Moment in Online Quantitative Research
Explore how leading platforms are transforming online quantitative research to tackle data quality, ...
How to Run Effective Focus Groups for Gen Z (With Real Examples)
5 min read
Learn how to design Gen Z-friendly focus groups using flexible formats, creative tools, and real examples that unlock honest, actionable insights.
Ashley Shedlock
Content Producer at Greenbook
Voice AI and the Future of Qual: Rethinking Depth, Speed, and Scale
5 min read
Voice AI transforms qual research by capturing emotional, scalable feedback—faster than interviews, more honest than surveys, and empowering researche...
Junu Yang
CEO at Usercall
What Makes Zoomers Different? 7 Ways Gen Z Redefines the Norm
4 min read
Discover how Gen Z's digital fluency and shifting priorities are reshaping business, marketing, and work. Adapting to these trends keeps companies rel...
Karen Lynch
Chief Programming Officer at Greenbook
TikTok's Future, Gen Z Trends, and AI’s Impact on Market Research
Explore the future of social media and AI in market research. Learn how TikTok's fate, Gen Z trends,...
The AI Takeover, Gen Z's Impact, and the Evolution of Research
Explore market research trends: GRIT insights, SAS's Hazy acquisition, Gen Z's impact, AI tools like...
The Thrifting Revolution in Brazil
5 min read
Discover the surge of thrifting in Brazil, fueled by Gen Z's eco-awareness and social media. Explore its cultural and economic effects on local fashio...
Isabela Sangiorgi
Research Associate and Community Lead at 10k Humans
Insights on Generating Brand Love with Gen Z in Healthcare
4 min read
Learn the importance of targeting future customers early. Learn how brands can enhance value while navigating the pressures of immediate revenue in he...
Rob Klein
Founder & CEO at Klein & Partners
Gen Z Favors AI Over Humans: 6 Insights
5 min read
Learn why Gen Z turns to AI for guidance, explore its effects on professional growth, and learn strategies to bridge the human-AI advice gap in the wo...
Matt Gullett
SVP, Insights Technology at Bellomy Research, Inc.
How Brands Can Thrive by Going beyond Gen Z
5 min read
Discover how to reach a diverse audience of age groups by adopting a holistic marketing approach. Learn how to develop strategies that drive long term...
Kurt Stuhllemmer
European Partner at Hall & Partners
Navigating the Dynamic Landscape of Insights and Analytics
Explore the growing impact of AI on companies and product launches. Discover new AI applications lik...
Partner Content
Reimagining Insight Communities: 3 Strategies to Maximize Engagement and Research ROI
5 min read
Discover the power of insight communities to enhance your research team's impact by optimizing recruitment, engagement, and distribution strategies.
Jennifer Reid
Co-CEO and Chief Methodologist at Rival Group
A Complete Guide to Significance Testing in Survey Research
12 min read
Explore the theoretical foundations and limitations of significance tests in survey research with our comprehensive overview.
To Understand the Particularities of Youth Now, We Need to Understand What’s Timeless
6 min read
This article examines the confusion surrounding generational segmentation and clarifies the differences between youth as a life stage and young people...
Rodrigo dos Reis
Founder at Zeitgeist
10 Things You Should Know About Respect in the Gen Z World
5 min read
Explore the cultural shift in how Gen Z views respect as compared to their parents’ generation. Learn the five factors that may have contributed to th...
Gary Rudman
President/Founder at GTR Consulting
The Rise and Rise of TikTok
7 min read
Every youth generation has its own styles and attributes that affect greater society, and in recent decades those styles have been driven by technolog...
Rudly Raphael
CEO/Founder at Eyes4Research
ESOMAR Congress 2022 Recap: Optimism Offers a Path to Progress
8 min read
“Never has there been a better time for things to go right.” That’s how ESOMAR President Kristin Luck welcomed attendees to the 75th anniversary ESOMA...
Peter Harris
CEO at Advantage Group International
Is Gender-Based Marketing Obsolete?
2 min read
Why gender-based marketing is fast becoming obsolete.
Intergenerational Views on the Job Market (Part One)
6 min read
How different generations view the changing labor market.
Jamin Brazil
Chairman & CEO at HubUX
How Views on Religion and Spirituality are Changing and Why Brands Should Care
7 min read
Exploring how, when, and why we choose our religion.
Jamin Brazil
Chairman & CEO at HubUX
How to Get Customer Feedback from Gens Y & Z
5 min read
Comparing Gens Y & Z to help with your product development.
Indiana Lee
Freelance Writer at Indiana Lee Writes
Management Tips for Gen Z (Part Two)
7 min read
How to be an effective manager across generations.
Jamin Brazil
Chairman & CEO at HubUX
Management Tips for Gen Z (Part One)
4 min read
Learn why employers need to pay attention to Gen Z.
Jamin Brazil
Chairman & CEO at HubUX
Music: The Generational Unifier + GreenBook’s New Podcast!
4 min read
Connecting market research to what we listen to: music, podcasts, etc.
Jamin Brazil
Chairman & CEO at HubUX
The Post-War Generation’s POV on Today
4 min read
Interviewing Brian Palmer of the Post-War Generation.
Jamin Brazil
Chairman & CEO at HubUX
Is Online Sample Ignoring Gen X Consumers?
2 min read
Are Gen Xers, the “ignored generation”, justifiably brushed aside?
How to Effectively Incentivize Gen Z to Participate in Market Research
3 min read
In incentivizing Gen Z to participate in market research, building trust and providing value exchange is key.
Jamin Brazil
Chairman & CEO at HubUX
How to Effectively Conduct Research with Gen Z
3 min read
The types of communications that Gen Z tolerates.
Jamin Brazil
Chairman & CEO at HubUX
Meet Gen Z: Don’t Trivialize Your Brand’s Digital Presence
4 min read
Market research, customer experience, and advertising, meet Gen Z.
Jamin Brazil
Chairman & CEO at HubUX
UMG’s Cassandra Tan Talks about Consumer Engagement during the Economic Downturn
20+ min read
Talking COVID-19, Gen Z, TikTok, and the music industry.
Colin Wong
Principal Consultant at Insights Heroes
20% of Gen Z Spends More Than 5 Hours Every Day on TikTok
3 min read
Social media plays a central role in the day-to-day lives of Gen Z.
Shani Broner
SVP Global Research at getWizer
24 Unexpected Behaviors of Generations X, Y, + Z
5 min read
Three different generations’ shopping habits look very different.
Troy Harrington
Sr. Product Marketing Manager at MFour Mobile Research
Let’s Talk About Generation Z: Social Media, Activism and Consumerism
4 min read
Gen Z’s divergence from Millennials.
Emily Hall
Content Marketing Manager at Relative Insight