The digital landscape is continuously evolving, with Generation Z at the forefront. For brands and marketers researching Gen Z, keeping them engaged has become a challenge, especially in online surveys where attention spans are known to be short. However, our recent experiment (in partnership with Dynata) offers valuable insights for those looking to enhance their survey approach.
ENGAGING GEN Z - THE EXPERIMENT
In July 2023, we conducted an online survey of 952 Gen Z consumers (aged 18-29 years) in the US and Canada. Respondents were sourced from Dynata’s online research panel.
We wanted to determine if survey experience could impact engagement and data quality. Our hypotheses were:
We used a split sample approach, in which half of the respondents were shown the standard survey version and the other half the enhanced survey version.
Examples of Survey Questions (Standard Version, followed by Enhanced Version):
KEY FINDINGS
Engagement Through Visual Appeal
Our findings suggest that visual design matters for Gen Z. Nine in ten respondents felt the enhanced survey version provided an engaging experience compared to eight in ten for the standard version. This is largely driven by visual elements:
Longer Engagement
The enhanced version had a longer average completion time (9.8 minutes) compared to the standard version (6.7 minutes). Yet only few (3%) expressed frustration with the survey length. 47% thought the survey was the perfect length, whereas 49% described the survey as short and engaging.
Richer Feedback
The longer completion time resulted in richer feedback. The enhanced survey version elicited detailed, open-ended responses, offering deeper insights into respondent perspectives. For instance, when discussing their experience with their main bank, respondents in the enhanced survey group shared more nuanced feedback, highlighting specific features, personal experiences, and loyalty stories.
Below are a few verbatim examples:
On the other hand, respondents from the standard survey group were more likely to provide short and concise responses, such as: ‘good’, ‘convenience and reliability’ or ‘happy with service’.
Future Engagement
Another promising takeaway: respondents from the enhanced survey group are more likely to engage in future surveys - 71% expressed a high likelihood to participate again in a similar survey as compared to 65% from the standard version group.
WHAT THIS MEANS FOR BRANDS
IN CONCLUSION
Engaging Generation Z in research requires more than just asking survey questions. It's about creating an online experience - a balance between visual appeal, interactivity, and meaningful content. As we move forward, the nature of online surveys will continue to evolve, with traditional surveys being more and more replaced with ‘enhanced versions’ to better engage with and to gain deeper insights from younger generations, such as Generation Z.
To learn more about our research into engaging Gen Z, or to discuss how we can help your organization on its journey to customer-centricity, contact us.