Research activities will change every year, to reflect the interests of sponsors.
Support thought leadership but also turn into deliverables that impact behavior of Generation Z. Also monitor the effectiveness of the program.
In 2016, we propose to conduct:
- Three online-surveys of members of Generation Z (2,200 responses for each)
- Two online-focus groups (20 research subjects at each group)
- Fifteen one-on-one in-depth interviews
One-on-one interviews support scenario development and concept testing
Survey results provide strategic direction for sponsors and support segmentation
Focus groups uncover the range / prevalence of attitudes toward a range of issues, develop assumptions for testing in survey questionnaires.