They got next

Editor's note: Based in Cincinnati, Karin O’Neill is a vice president with Ipsos. 

Brace yourself: The “Millennials are turning 40” stories are coming. It might be a year, it might be a few years, depending on whose definition you believe, but it’s time to stop thinking of them as kids. That distinction now falls to the generation coming in behind them, the oldest of whom are starting into their 20s now.

We know a fair amount about them – researchers like us have been talking and listening to this generation for many years already. But as they rapidly move through life stages, we need to keep researching because each new phase means previously accepted truths may be rendered obsolete. Even their name is still a debate, although we at Ipsos prefer iGen to the generic placeholder of Gen Z. So far, we know they have a worldview that is more fluid in every way than what we’re used to, potentially because they’re still growing into the people they’ll be as adults. 

“You might assume children are not the ones with the money. They’re not the ones buying. But when we see the broader dynamics of the household, they wield an incredible amount of power in the parents’ decision making,” says Victoria Guyatt, head of healthcare ethnography at Ipsos. “They do have a voice.”

So how do you research iGen? Start by considering both generational factors as well as the impact of maturity and grade level.

Assume you know nothing

According to qualitative strategist Andrea Greaves, the first step is to assume you know nothing. “[This] is the first generation that turns everything on its head. They are also the ones that are going to call it out if you get it wrong,” she says. In a recent study, a client asked iGen girls a question about how their boyfriends felt about something. Panel members jumped on the assumption that they had or wanted romantic relationships with boys, versus girls or not at all. 

One should be similarly cautious making assumptions about the social structures in schools. It’s no longer like a 1980s movie, where there are popular kids and others who want to emulate them. iGeners are gravitating towards like-minded groups who share the same interests or mind-set. Brands should speak to iGeners interested in their brand and also consider which cohorts might offer an interesting outsider’s perspective.

So, what defines them as a generation? We can speak in generalities, like the obvious fact that they’re digital natives. They tend to value authenticity and social consciousness. But we should resist the urge to pin them down.

This was apparent in a recent conversation with our iGen teen panel. We asked them what myths they’d like to bust about their generation and they immediately went after the myth that their generation has short attention spans. At first, they denied it: “It’s not that we have short attention spans. It’s that we know how to use what little time we have. If it’s not important, we’re not going to pay attention.” 

During the day we spent with them, it’s true that their focus was impressive at times on activities ranging from calculus to online gaming. But after further discussion, they conceded that there may be some truth to it. As one commented: “When we were in middle school, we would watch actual TV and sit through an hour-long show with commercials. Now we watch Netflix, which is shorter, no commercials. And my brother, he’s 11 and all his friends watch almost just YouTube videos.”

Next up was the myth that they’re addicted to their phones. “I’m only on my phone when I want to be busy or when I’m purposefully trying to ignore someone … If you have my attention, you have my attention.” But later, some panelists admitted it was a crutch during moments of boredom” “It’s comforting … It’s not a healthy habit and I know that. I’m trying to cut down on it.”

It’s not that these notions are completely off base, it’s just that there is some nuance to them – especially in the eyes of the iGeners themselves. Because they’re not easily defined by statistics or generalizations, qualitative research gives the depth of understanding needed to provide guidance to a brand or company. 

Grade-level cohorts: it’s not just about age

IGeners are still growing up and there is a big difference between a 10-year-old fifth-grader and an 18-year old high school senior. In research, iGeners should be segmented by grade, only combining within like grade-level cohorts: the older elementary cohort (typically third and fourth grade), early middle school (fifth and sixth grade), junior high (seventh and eighth grade), high school (ninth to 11th grade), seniors and college.  This way, groups have a more similar level of cognitive and social development. They have shared experiences and can better relate to one another.

Anyone who has been through the U.S. school system knows that grade level matters. Our teen panelists, now seniors in high school, reinforce this point. One laughs: “Have you met a freshman? People change really fast in high school. Between freshman and senior year, there’s a big difference. You walk in as a freshman bright-eyed and bushy tailed. And you leave as a senior and you’re just dead inside.” 

This might be an exaggeration (we hope) but there are indeed significant differences in life experiences and maturity between cohorts. For example, we find rising seniors and seniors to be reflective about their high school experiences as they prepare to move to the next stage, while underclassmen are unable to distance themselves and provide the same perspective. Similarly, the mind-set of a fourth-grader on top of his elementary school is quite different from a fifth- or sixth-grader finding his way in a new middle school.

Research with younger iGeners: immerse and include

The youngest iGeners are in later elementary or early middle school years. Family and home life may play a relatively bigger role than with older teens, so an in-context ethnographic approach often yields rich insights. In a recent pediatric health care study, Victoria Guyatt and team spent five to seven hours with each family. They took an observationally led approach, asking questions when appropriate but mainly letting daily family life unfold. For example, observing a homework session opened the door to insights about the child’s school life, while dinnertime shed light on family dynamics. Spending a longer period of time makes the family more comfortable being themselves and opening up.

Friend groups are another option for research with younger iGeners. Recruiting the child’s own friends increases the comfort level and encourages natural conversation. Ideally, they feel more like they’re talking to each other than to a moderator. “You don’t want them to feel like they’re talking to their mom or dad,” says Greaves.

Conventional wisdom would say to separate genders in group research with children but this is not the case with iGen. Researchers should understand the composition of a child’s own friend groups when designing the research, without presuming genders should be separated. In fact, if groups are separated by gender, we would expect a question from one of the children about why the group is all boys or girls. We know this group is significantly less wed to binary gender views: Ipsos found that over half of iGeners (56 percent) know someone who uses non-gender-binary terms, seven in 10 feel it’s important to provide gender-neutral bathrooms and they’re less likely than previous generations to prefer gendered products. 

Regardless of methodology, ensure they don’t feel like an afterthought in an adult conversation. “You almost have to overdo this with iGen. It’s almost about developing this connection, being very open, creating a safe space,” says Greaves. Demonstrate that you’re paying attention to the children and what they’re doing. For example, if you sit with a child playing video games, he or she may open up about another topic like school. Similarly, spend time with parents out of earshot of children to encourage candor and a well-rounded perspective.

Finally, with younger iGeners, it’s important to remember that they’re still kids. Any interviewing or discussion should take place in shorter sessions that match attention spans. Researchers can employ exercises that address objectives and are fun and engaging at the same time, like projective techniques. The environment should be comfortable, ideally home or another familiar environment, with opportunities for movement and play. 

Research with older iGeners: friendly discussion and debate on their terms

As iGeners enter high school and college, they increasingly forge their own way outside the home. In the words of one of our teen panelists, “I’m never home. I have two jobs, school, extracurriculars … I haven’t seen my mother in, like, three days.” As researchers, we need to meet these busy teens and young adults on their terms. 

Ethnographic research can be challenging given schedules but worthwhile. In a recent study, Guyatt found an ethnographic approach with teens particularly insightful. “One thing that was surprising to the clients and the parents was how much the teens had to say,” she says. “They actually said a ton of things the parents had never heard, like where they were getting information about their [health] condition or worries parents hadn’t heard. They don’t tell mum because it would upset her. There’s something to be said for having the time and being in the right space to get teenagers to open up.”

Friend groups are particularly effective with older iGeners. By this age, friendships are often well-developed, which enables natural conversation. We find that the moderator can often simply introduce a topic and the panel will take it from there, with friends probing and challenging each other. They’ll also take it in directions that reflect what they care about. It’s an engaging experience that they’re happy to repeat. 

Older iGeners often have the maturity to interact with clients directly as part of a panel. Our Ipsos teen panel has taken questions directly from clients at major companies on a wide range of topics including feminine care, automotive, banking, tech, food, “vice” categories and more. They can also provide live reaction and interpretation for other iGen research. This type of advisory role may be motivating to them as a growth experience and résumé-builder. We find iGeners often not afraid to be opinionated and take a stand, so they’re more than happy to share their opinions directly with brands.

Of course, research schedules must be congruent with their schedules and activities. Busy teens aren’t available 9 to 5 and simple steps like pre-calls can be difficult to schedule in a week filled with school, work and extracurriculars. For example, we found with our iGen panel that keeping pre-work light and via text was more successful than scheduling additional touchpoints.

It should be noted that, in addition to these considerations, all research with minors should follow ESOMAR standards, including parental consent and privacy rules.

Identify a path forward

Qualitative research with iGeners presents a unique set of challenges and opportunities but if designed and executed thoughtfully, it can help brands identify a path forward to win with this generation. And, of course, because they are fluid and still developing, this is not the type of research that is “one and done” but should instead be an ongoing conversation.