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Phase 5's Gen Z Engagement Article Published by Quirk's

On February 27, 2024, Quirk's Media published Phase 5's article, "Engaging Gen Z - Using Visual Enhancements to Improve Survey Engagement". Described as "a place where the best, brightest, and boldest in marketing research exchange their most effective ideas", Quirk's provides access to timely and relevant articles, directories, webinars, and other free resources to help insights professionals take their work to the next level of excellence. We are thrilled to have our content published on their site.

Written by Phase 5 VP Schumaila Kumar, the recently published article is based on the results of our online survey of 952 Gen Z consumers (aged 18-29 years) in the US and Canada. The objective was to determine if survey experience could impact engagement and data quality for this important and growing segment of consumers. Quirk's summarized the article as follows:

"Long, text-heavy surveys often result in a lack of interest and low-quality insights, especially from Gen Z. Incorporating engaging visual elements can result in longer engagement levels from a younger audience."

The complete article of course shares more specific details, including how the survey was conducted, sample questions and questioning techniques, and quantitative results as well as verbatim responses. Takeaways include specific insights that offer guidance on how researchers can increase engagement levels both in terms of time spent on a survey and on the richness of the feedback shared. Another promising takeaway pertains to the likelihood of survey respondents to participate in future studies.

Most importantly perhaps, the article translates these insights into meaningful actions that brands should consider with respect to attracting and working with Gen Z. Continuing to evolve and enhance surveys in a way that creates an online experience is expected to better engage younger generations and in turn produce deeper insights.

You can read the complete article here. And contact us to discuss how Phase 5 can help your organization better connect with Gen Z.

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).