Editor’s note: Lilah Raynor, Logica Research, is a member of the Insights Association IDEA Council. The Insights Association IDEA Council would like to thank the sponsors of this study, including InsightsNow, Logica Research and Escalent for the design, execution and analysis of the study; Cint, Dynata, Kantar, InnovateMR and Tap Research for providing sample; Nuance for coding open-ended questions; G3 Translate for translation; and Confirmit for hosting.

Generation Z, the 60 million Americans born after 1996 and before 2015, is the most racially and ethnically diverse population in United States history. Gen Z has strong perspectives on identity in general – their views on diversity and inclusion, both regarding society and themselves personally, are markedly unique from past generations. 

Gen Z finds themselves struggling with an outdated demographic model where race and ethnicity, gender and other demographic information is too delineated. According to a look at Gen Z by Vice, these traditional buckets of description don’t fit for a generation that is “more fluid and more holistic” than parameters we’ve been working with in the past. Freedom of identity expression is critical to this generation. Including their different identities and preferences in our market research studies are pushing us to rethink how we approach inclusivity when building our research. 

A recent study by the Insights Association’s IDEA Council, Logica Research and other industry organizations have begun to uncover how to best reach and incorporate more respondents into market research. The first wave of this collaborative research-on-research initiative worked to identify how to create the right demographic questions about race and ethnicity across all populations, including Gen Z.

So how can market researchers go beyond asking race and ethnicity questions and shift our thinking about identity – and how to include Gen...