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1、The three most important rules brands need to successfully engage todays youth The insight pros guide to Gen Z engagementJENNIFER REID|President&Chief Methodologist,Rival TechnologiesTABLE OF CONTENTSIntroduction 3Conclusion 14About the Author 15About Rival Technologies 16Where to Reach Them 6The te
2、chnology they use6The social channels they share on7Creating a cross-channel experience8The 3 Most Important Rules for Youth Engagement 9Transparency9Authenticity10 Vote or Die:REVOLT TV 13Trust12Democratizing Fashion:The House of LR&C 11Who Are They?4Click on links to jump to sections!2The insight
3、pros guide to Gen Z engagementIntroduction Young people are powerful spenders.Yet a deeper understanding oftheir motivations,habits and preferences remains at large.We talk about Millennials and Gen Zs with broad brush strokesand generalizations but“the youth”are not a homogeneous group.Their experi
4、ences and expectations are diverse.More connected totechnology and each other than any generation before,they aredisrupting the conventions of traditional market research.At Rival,weve revolutionized the way our clients connect with youthon mobile.Weve formed connections with young people across the
5、world and provided them with a platform to share their feedbackthrough sophisticated market research methodologies totallyreinvented for todays mobile world.Todays younger generations expect transparency,demandauthenticity and are stingy with their trust.They are keenly attuned tothe forces(both goo
6、d and bad)competing for their attention andhave little patience for brands who think they can break through byamping up hyperbole.While this reality has forced brands to rethinktheir overall approach to mass marketing,it has also had a profoundeffect on the market research 3The insight pros guide to
7、 Gen Z engagementThe insight pros guide to Gen Z 4WHO ARE THEY?Who Are They?The first thing to know about young consumers is that its not one marketor even one generation.Born between 1997 and 2012,Gen Zs make up 40%of global consumers.Thats a cohort with significant spending power.We separate youth
8、 into three unique cohorts:Younger Gen Zs(14-18 years old)Older Gen Zs(19-24 years old)Young Millennials(25-35 years old)The insight pros guide to Gen Z 5Younger Gen ZsOlder Gen ZsYoung MillennialsLife stageHighschoolCollege/university,learning a trade,or in an entry-level jobStarting a post-college
9、 job and/or working their way up in their careersLiving situationLives with their parentsLiving on their own for the first timeMoving into nicer homes,possibly with a partnerSpending powerSpends over$9,600 a year on average.93%of parents say they influence household purchasesOften in debt(34%of stud
10、ents borrow money to attend college)or on a tight budgetMaking double those under 25,paying off their debt,and often combining incomes with a partnerPreferred social channelTikTokSnapchatInstagramIssue they most care aboutDiscrimination and injustice;80%of Gen Zs have taken action in the fight for r
11、acial equalityDiscrimination and injustice,as well as climate change,sustainability,and the environmentClimate change,sustainability,and the environment;73%of Millennials are willing to pay more for sustainable offeringsAlso worth noting Can spend withtheir conscience Excited to trynew things Easily
12、 swayed bygroup think Tight budgetlimits purchasingdecisions Buildingfoundational brandrelationships Socially consciousand pocketbook-wisewhen decision makingDespite their differences,these groups share plenty in common.They cant remember a time without the internet;theyve alwayshad information at t
13、heir fingertips and high-speed access to arange of options that fit their needs.WHO ARE THEY?The insight pros guide to Gen Z 6Where to Reach ThemTo connect with Gen Zs and Young Millennials,you need to map theecosystem in which they engage.A hint:its not over email.Byembracing the technology and soc
14、ial channels they do useand understanding how they use themyoure one step closer to making meaningful connections with this generation.The technology they use Its the age of the smartphone:96%of todays Gen Zs and 93%of Millennials own them.Smartphones have dramatically changed theway this generation
15、 engages.Texting and chats have become morepopular,with an average 18 to 34 year-old sending and receiving 75 to 128-plus texts a day.Video has become a significant medium62%of Gen Zs use YouTube dailywhile gaming communities have also grown in popularity,especially during the pandemic.WHERE TO REAC
16、H THEMThe insight pros guide to Gen Z 7From new technology,new communication styles have emerged.Chat culture has its own rules and conventions.To connect,you must understand how young people text:the conversational approach they use and the ongoing rhythm of chat-based conversations.You need to rec
17、ognize how communities evolve online and understand migrations from traditional TV to streaming on mobile and other devices.In other words,your tactics must match the medium.The social channels they share on Social media is a big part of young peoples lives.Generation Z spends an average of two hour
18、s and 55 minutes on social media daily;for Millennials its two hours and 38 minutes.While social can be a significant part of your brand experience,not all channels are created equally.Take Facebook,for instance.It may still be the worlds most popular channel in terms of sheer numbers,but it holds l
19、ittle sway for this generation.Instead,Snapchat,TikTok,and Instagram are the top channels for young peopleall used in slightly different ways:WHERE TO REACH THEM75 to 128+texts per day62%of Gen Zsuse YouTube dailyGrowing gaming communitiesThe insight pros guide to Gen Z 8To make social media work,yo
20、ur brand pages need to facilitate two-way conversations with your target demographicin a way thats authentic and transparent(but well get into that later).Creating a cross-channel experience Young people use each medium in unique ways and move fluidly between them.A young buyer may research a produc
21、t online and look for validation on social media,for example,then move to an in-person store or digital marketplace to buy itor vice versa.This dynamic demands a continuous,consistent omnichannel experienceintegrated and personalized to meet their expectations.Fast,friction-free engagements are the
22、rulenot the exception.WHERE TO REACH THEMIntimate and authentic.Where young people engage with politics/social justice issues and share user feedback on products and brands.Curated and aspirational.Feels inauthentic to some young people.Temporary and immediate.Without the long-term repercussions ass
23、ociated with other social media channels.Conversational.Prone to an“angry mob”mentality that makes some brands hesitant to say too much.To make social media work,your brand pages need to facilitate two-way conversations with your target demographicin a way thats authentic and transparent.The insight
24、 pros guide to Gen Z 9The 3 Most Important Rules for Youth EngagementYoung people want to be heard.They expect brands to be open,honest,and authentic.And,theyll open up to the brands that are.Making that connection means playing by their rules of engagementand integrating transparency,authenticity,a
25、nd trust into everythingyou do.1.Transparency66%of Millennials and 79%of Gen Zs across the U.S.and U.K.thinkbrands are never honest,or not honest enough.Convincing youngpeople youre“legit”means showing them you have nothing to hide.That may mean using technology like QR Codes to let customerstrace y
26、our supply chain,or helping them better understand theenvironmental costs of your products.THE 3 MOST IMPORTANT RULES FOR YOUTH ENGAGEMENTThe insight pros guide to Gen Z 10You can also build trust by making your intentions clear:let your young market research respondents know exactly why youre askin
27、g the questions that you are.This means paying attention when young people are talking to youstarting a two-way conversation and keeping it going.This generation often uses social media,for instance,to reach out to brands with questions or to share their opinions.They see a timely and personal reply
28、 as a form of good customer service,but they want those interactions to feel like theyre talking to a real person,not an indifferent corporate entity.2.AuthenticityTransparency and authenticity are inextricably linked and youngpeople demand both from the brands they engage.For proof,just look at the
29、 role user-generated content(UGC)plays for the youngest of consumers.Millennials trust information received through UGC 50%more than information from other media sources.Similarly,82%of Gen Zs trust companies more when they use images of real customers and 78%of Millennials say theyd rather see phot
30、os of real customers than professional photos created by a brand.THE 3 MOST IMPORTANT RULES FOR YOUTH ENGAGEMENTof Gen Zs trustcompanies morewhen they useimages of realcustomersof Millennialswould rather seephotos of realcustomers82%78%The insight pros guide to Gen Z 11However,young people dont just
31、 want to see and hear from realcustomers,they want to feel confident that the testimonials areauthentic.60%of Gen Zs say its important that brands value theiropinions.With this in mind,marketers must be brave enough toaccept and include negative feedback amidst the positive reviews.If you want to ge
32、t honest answers and actionable insights fromyour youngest audience,you need to continually invite them intothe conversation.Only through this type of direct outreach willyou start to get a true representation of this young,Democratizing Fashion:The House of LR&CWhen Seattle Seahawks quarterback Rus
33、sell Wilson and his wife,singer/songwriter Ciara,founded The House of LR&C with former Lululemon CEO Christine Day,their goal was to“democratize fashion”making it more accessible to young buyers.Its no surprise,then,that they hoped to bring those potential customers into the conversation as much as
34、possible as they developed the brand.To help accomplish that,The House of LR&C teamed with Rival Technologies to create a confidential research community ofmore than 500 participants,all of whom belonged to their Gen Z target demographic.They asked for input on packaging,product design,and their mis
35、sion statement.They also tested social media,digital CX,fulfillment,and user-generated content for use across all their digital properties.The result?“Unprecedented access to our core customers,”says LR&C CMO Nancy Richardson.THE 3 MOST IMPORTANT RULES FOR YOUTH ENGAGEMENTThe insight pros guide to G
36、en Z 12THE 3 MOST IMPORTANT RULES FOR YOUTH ENGAGEMENT3.TrustOnly through authenticity and transparency will you be able to tapinto the third critical component of youth engagement:trust.For brands,building trust starts by showing young people youreexactly who you say you are and following through o
37、n your promises.Its important to remember that young people will call your bluff.When surveyed,75%of Gen Zs said theyd research to see ifcompanies are being honest when they broadcast their position onkey social and environmental issues.While 76%of Gen Zs are morelikely to buy a brands product or se
38、rvice if theyve made statementson issues that matter to them,you risk damaging your brandsreputation if youre unable to back it up.The bottom line?If you cantspeak truthfully about your actions its better not to speak at all.If you cant speak truthfully about your actionsas a brand,spend the time im
39、plementing theprograms you need before you speak at all.The insight pros guide to Gen Z 13Vote or Die:REVOLT TVDuring the divisive 2020 U.S.election,a massive effort was made to encourage youth to vote.REVOLT TV took it one step further,wanting to find out why they werent voting in the first place.A
40、s part of their Vote or Die election coverage,Diddys premium cable network set out to get a more nuanced understanding of their key demographic:young voters of color in America.To accomplish that,they used a multi-phased study that incorporated a survey of 1,000 U.S.participants from 18-34 years old
41、,social listening analysis of more than 200,000 Twitter posts,and digital diaries and video selfies captured by Rivals market research platform.The study showed a rich and multifaceted picture of todays youth and their participation in politics.In many of the open-ended responses,young voters descri
42、bed political candidates as“old as dirt,”with whom they have nothing in common.Videos and discussions referenced issues like lack of transit options,unclear voter laws,and homelessness as barriers.Revealing insights covered by both Time and Forbes,the study helped capture the authentic voice of youn
43、g voters,challenging preconceived notions that they werent voting because they were lazy or ill-informed.THE 3 MOST IMPORTANT RULES FOR YOUTH ENGAGEMENTConclusion While brands might find it challenging to pin down the youth market,the truth is that this generation wants to share their opinions andex
44、periencesthey just expect something in return.While engaging with Gen Zs and Young Millennials requires gettingto know who they are and what they prioritize,thats just the start.More than anything,engagement with this market requires trustthat means approaching them with authenticity and transparenc
45、y.Otherwise,you wont get far.With authenticity,transparency,and trust in place,you can begin tobuild meaningful engagement with this exciting generationgettingto know what they think and building lasting relationships.Youll find its worth the effort once you 14The insight pros guide to Gen Z engagem
46、entABOUT THE AUTHOR15About the authorJennifer Reid President&Chief Methodologist,Rival TechnologiesA pioneer in online research methodologies,Jennifer is helping shape the future of insights by leading the charge in the development of chats and other conversational research technologies.The insight
47、pros guide to Gen Z engagementABOUTAbout Rival TechnologiesRival Technologies is the worlds best mobile market research platform.Building on 20 years of experience in the research space we blend best-in-class digital experiences with sophisticated market research rigor in a way that inspires people
48、to share deep,rich and actionable insights.Email surveys are dead tech and feel more like a test than a meaningful brand engagementwhich is what people crave.We engage consumers in real time,on their mobile phones in a way that feels organic,familiar,and fun.By using chat,video,and machine learningo
49、ur system captures robust quantitative and rich qualitative feedback fast and effectively.Working with leading-edge brands like Amazon,P&G,Facebook,and Samsung we make market research more inclusive,accessible,and relevant to the modern mass consumer.Rival is part of The Rival Group Inc.and a sister company to Reach3 Insights.For more information,visit 16The insight pros guide to Gen Z engagement