Understanding Future Generations - Part 2: UX Research

In part 1 of this blog series, we discussed the importance and challenges of understanding the values of new generations. When faced with unfamiliar values, people often try to interpret them using existing knowledge and experiences. However, this can be like using a cookie cutter—forcing unfamiliar values into familiar shapes. This results in thinking we understand these new values, when we may actually be distorting them.

In this part 2, we’ll see how we can avoid this kind of cutting from mental molds and instead approach new generations’ values as they truly are with examples from the perspective of UX research.

Understanding future generations

Let’s take a step back and consider this in the context of conventional marketing methods. A common approach is quantitative research, such as surveys, segmentation analyses, and 4P/4C analyses. These methods classify the market based on factors like gender, age, or behavior, and marketing decisions are then made according to the characteristics of each segment. This segmentation process is similar to the previously mentioned mental mold cutting concept, trying to fit consumers into predefined categories. However, people cannot be categorized simply by their gender, age, and/or behavioral factors, as they each have a unique mix of characteristics and values.

Take, for example, the beer company case we discussed in part 1. Their marketing followed this conventional approach:

1. Wanting to incorporate emoi into their marketing, they surveyed Gen Z consumers. Respondents were asked to choose the option that best represented emoi to them, from choices like going to Disney with friends, attending a local festival, watching a nostalgic movie, or listening to music from their childhood.
2. Based on the survey results, the company concluded that nostalgia and slightly earlier times (80s & 90s) were central to the concept of emoi.
3. Acting on this conclusion, they released bottles with a design that attempted to bring a retro feel to their consumers and carried out a campaign. In other words, effectively defining emoi as retro.

UX research offers an alternative approach to help break free from these mental molds. UX research is a method of directly listening to users and observing their behaviors through interviews and/or ethnography to obtain real data about their thoughts and lives. This approach allows us to capture individuals’ perspectives as they truly are.

Here are two examples of how UX research helped and succeeded in capturing Gen Z values as they are without forcing them into predefined categories.

Example 1: Content site

A company launching a new content site invited Gen Z users to collaborate on the project and contribute new ideas. When considering what features to add, Gen Z participants provided suggestions based on their real-life perspectives. One idea was to include the ability to quote other users in articles, as they value the opinions of like-minded users.

During the design phase for article pages, a team member suggested that Gen Z likely prefers shorter videos, such as TikToks or YouTube videos played at double speed, because they are highly time-conscious. Based on this assumption, they proposed making articles as concise as possible, focusing primarily on summaries. However, the Gen Z participants pushed back, expressing that this wasn’t necessarily true. Some preferred to take their time reading an article carefully, paying attention to details like photos.

By involving Gen Z members in the design process, the company allowed them to express their opinions freely, without forcing them into predefined categories. Notably, by actively including them in efforts to understand younger generations, which has a high risk of causing discrepancies and divergence, the company succeeded in streamlining the process. This approach is also called participatory design.

Example 2: Confectionary company

For the final example, let’s look at a confectionery company’s project. They aimed to develop a new type of sweet specifically for Gen Z. However, like the previous company, they struggled to encourage Gen Z to engage with them. To address this, they set up a temporary office in a city popular among young people, making it easier for their team to observe their target demographic in a natural setting.

At the start of the project, one team member hypothesized that young consumers would prefer sweets with high-end packaging designs. However, after observing what kinds of sweets young people were actually buying, they were surprised to find that simple, common designs were more popular. This led them to reconsider their approach. Thanks to their location, they were able to interview young people as they entered the city. They found that younger people prefer sweets that they can eat with one hand, so they can hold their phone in the other, rather than focusing on the packaging.

By immersing themselves in an environment where young people naturally spent time, the company was able to study Gen Z’s real behaviors without imposing assumptions or mental molds. This approach is known as a living lab.

Both examples show the importance of approaching Gen Z without preconceived notions, capturing their values as they truly are. However, it’s important not to assume that Gen Z is inherently realistic or inclusive based on these studies, as that would be another form of categorization. Instead, set aside preconceptions and ask: What values do they have? What are they thinking? By doing so, you can construct an environment that makes it easier to understand newer values.

Key takeaways

• Traditional marketing methods, such as surveys and segmentation analysis, often classify consumers (new generations in our case) based on predefined characteristics like gender, age, or behavior.
• This approach risks cutting from our mental molds and potentially distorting the true values and perspectives of new generations.
• To prevent this, look at the actions and opinions of the target group themselves and carefully observe them so that they do not automatically fall into a preconceived notion and perceive them as they truly are. UX research can help you with this.