Study on Gen Z with 80 participants across 8 markets delivered within 72 hours

Unlock Gen Z's Secrets: AI-Powered Qualitative Insights at Scale

Experience the future of qualitative research at scale and how AI-enabled video-captured human insights delivered at unparalleled speeds are used to discover what inspires Gen Z and drives their purchase behavior.

How to gain next-gen consumer insights at a global scale with a local view.

Audience & Recruitment
No. of participants

80 people

Market

United States of America. France. Italy. Spain. Sweden. Denmark. Germany. United Kingdom.

Age

18-27

Gender

All genders

How does inspiration influence Gen Z’s purchasing behavior?

Gen Z consumers’ purchasing behavior is characterized by thorough research and cross-examination through trusted sources and channels before making a decision. As digital natives, they meticulously navigate from discovery to purchase, especially when the price point is significant. 

 

Across all markets, Gen Z values brands that align with their personal values, provide high-quality products, and engage in ethical practices. Product price, brand reputation, and sustainability are key factors in their buying decisions.

At the same time, differences in market impact factors are evident.
In the UK, packaging and advertising significantly influence consumers, while in the USA, financial constraints inhibit purchases. In Germany, peer popularity matters, whereas in Spain, innovation and visual appeal are key. Italy finds nostalgia inspiring, while in France, product practicality is crucial.

France, Germany, Sweden, and the UK have the most conscious, skeptical, and brand-loyal customers, demanding high brand values and product quality. Conversely, US and Danish consumers exhibit less skepticism toward larger brands and major influencers.

 
Male gym enthusiasts mention muscular and athletic celebrities to represent the brand, with Dwayne “The Rock” Johnson, Henry Cavill, and Lewis Hamilton being at the forefront of their recommendations for their values of fitness, athleticism, and resilience.

Male gym enthusiasts believe that the prototype is targeted towards active individuals, particularly gymgoers and athletes who need hydration and are mindful of their calorie intake. This is emphasized by the prototype design with the inclusion of a strong man on the label.

The presence of a well-known athlete or celebrity does not significantly influence the male gym enthusiasts’ decision to try or buy Frost Fuel. Most prefer to make decisions based on personal research, taste, and the drink’s contents. However, some acknowledge that celebrity endorsement could enhance brand image and attract a younger demographic, even if it doesn’t personally sway them.

Only scratching the surface

This is just a short section of the full study across 8 markets with 80 participants. The findings of the study underline and confirm the importance of getting local perspectives on global initiatives as each market responds and reacts differently.

Do you want to learn more about Gen Z and their purchasing habits? Then get full access to the Gen Z on our platform. Sign up below or reach out for further information.

 
“It sounds like it's geared more towards like bodybuilders and tough men, but it makes you wonder about women, and people just going in for a gentle cardio session or older people, it kind of almost feels like it's geared towards.”
Andrew
28 years old, UK

How Does GetWhy Work?

At GetWhy, we have spent the past four years building a proprietary generative AI. The key to its success is a digitalized dataset of 250,000 qualitative sessions that we have conducted in the past 10 years.

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