A diverse group of people stood against a wall taking part in market research for young adults on their mobile phones.

The 3 big reasons market researchers need the opinions of young adults

As a young adult in these tumultuous times, it can understandably be hard to feel heard above all the noise.

There’s good news, though – because did you know that some of the world’s top brands want to listen to and act upon the wants and needs of young adults through market research of their products and services?

And it isn’t just about the products and services being made for you and your contemporaries, either; researchers also want to hear what you think about what they offer for the generations around you, too. And the best part is (apart from the opportunity to share your opinions, of course), they’re willing to pay you for doing so!

But why exactly do these brands want to conduct market research with young adults – and how can you get involved if you’d like to? Read on to find out!

Two young adult women taking part in a mobile ethnography while eating an ice cream and drinking an iced coffee representing market research with young adults.

Researchers want conduct market research with young adults and hear your opinions because:

1. You are the future!

While you might currently be a young person, you represent the next generation of the country’s adults. In fact, Millennials are the largest generation in the UK workforce currently, and Gen Z is predicted to be even larger by 2029!

This means that, in the near future, your generation is going to have the biggest and most influential voice of all.

Today’s brands are not only thinking about what their customers want now, but are also trying to predict what they might want in the future, so that they can stay ahead of the competition – and that’s where you come in!

For example, there might be an everyday essentials brand wanting to find out how they can make their products more appealing in the next ten years.

They might already have discovered through other research, for example, that Gen Z are the generation most concerned about the environment, and want to confirm that sustainability is truly that important an aspect in deciding whether or not to buy everyday essentials.

So, they might hold a focus group online or in person with you and other young adults to gather your thoughts and see how they can prepare to cater for your needs in advance.

2. You can help them to see things from a different perspective

As a young person beginning to navigate your way in the world – and what a different world it is now to just a couple of years ago – you’ll have a whole different perspective on the products, services and offerings of today’s brands than older generations do.

For example, Gen Z are, in comparison to preceding generations, “tech natives” – as a young adult, you’ve grown up immersed in the digital world, whereas other generations have had to adapt to it as it’s developed.

This means that you will have a whole other perspective on, for example, the latest and upcoming tech and gadgets being created by brands around the world and may have ideas on how they can be improved that other generations (including those working for the brand their researchers) may not have considered!

In fact, as stated by McKinsey & Company, “Young people have become a potent influence on people of all ages and incomes, as well as on the way those people consume and relate to brands.”

So, the kind of insights brands can gather from your opinions as a young adult can give them a competitive edge by not only helping them to provide you with things that will make your day-to-day life easier and more enjoyable, but other generations, too!

3. Young people tend to be more open about their opinions

While adults are also happy to share their opinions about products and services, young people are far more expressive by comparison!

According to inc.com, “Millennials are the most expressive generation in recent history. They are eager to voice their positive and negative opinions about the world freely.”

What’s more, Gen Z-ers are “more resilient, more unified and more able to exact change directly than most other cohorts,” and are the generation most likely to attend protests for the things they’re passionate about (as shared by Forbes).

Conducting market research with young adults is therefore a fantastic way for researchers to access in-depth and impassioned opinions on different brands, products and services with ease!

Young people taking part in a face to face focus group as part of market research for young adults.

Does market research sound like something you’d like to get involved in?

As mentioned above, it’s a brilliant opportunity to share your opinions on the products and services you care about most – and can earn you a bit of extra spending money, too!

A great example of a project we recruited Gen Z-ers and Millennials for recently involved participants getting to share their opinions on gender diversity and equality in gaming. They not only loved taking part but got a £70 Amazon voucher as a thank you.

If you’d like to get involved in similar studies (or you are a parent of a young person who’d like to get involved), simply sign up to the Angelfish Community today (fill in as much detail as you can on the registration form), and you’ll be the first to hear about all our amazing current and upcoming projects!

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