November 2024 | Qualitative Research

Are You Listening To Gen Alpha?
Hint: Young People Are Calling The Shots And Have Plenty To Say

Just last week, while having dinner with a friend, she shared the daily adventures of her vibrant daughter Anna and her 7th-grade friends. As a Youth & Family researcher, I was captivated and impressed by how these girls navigate their world today, including deciding where to shop and which brands to buy.

Here are some of my takeaways:

• They’re super brand-conscious. They have positive feelings about and purchase from brands like Target, Kendra Scott, Aerie, Bath & Body Works, Crocs, and Native, to name a few.
• They’re loyal. While they love to go to Starbucks, they won’t buy its Boba drinks. They’re sticking with their local Boba tea shop, which hosts their book club.
• Their skincare routines rival adults. They spend most of their money on skincare products and cosmetics from Target, Sephora, and Ulta. However, several prefer Ulta, citing that "Sephora workers follow younger kids around the store because they don’t want them to break the testers."
• Brand actions matter. They steer clear of Brandy Melville because "the models are too skinny and lack diversity," and they avoid Victoria’s Secret because "the people who work there are not nice to customers."

Why does this matter?

Anna and her friends aren't just any group of kids—they're part of Generation Alpha, a powerhouse group born between 2010 and 2024. With over 2 billion members, they're set to become the largest generation in history.

Last year, Razorfish shared a study, “Exploring Generation Alpha,” which sheds light on this dynamic group's unique brand attitudes and behaviors. Here are a couple of key insights, which closely align with Anna and her friends:

• Adult brands are Alpha brands. Access to the internet has accelerated Alpha's brand maturity at a higher rate than previous generations. Brands formerly seen as adult-focused are drawing in Alphas even before they enter their teens.
• Gen Alpha has STRONG values. 92% of them feel it's important to be true to themselves and understand the power of authenticity. They are already focused on sustainability, inclusion, and embracing diverse perspectives—even outpacing Gen Z in these areas.

As with Anna and her friends, it’s reasonable to believe that Gen Alpha expects the same values from the brands they support.

Gen Alpha is unlike previous generations in that these young consumers are influencing the market now. And what they value today will likely change in the coming years (or even months). For this reason, brands need to pay close attention to what’s trending among this generation to understand them better, engage with them authentically, and respect their values.

Tips for conducting qualitative research with young people (Gen Alpha)

1. It starts with the screener. When conducting research with kids and tweens, there are many good reasons to do a phone recruit (compared to an online-only recruit). One of the most important reasons is to ensure that the recruiter has talked to the participating child to assess their articulation, comfort level when talking to an adult, and interest in the research topic.
2. Don’t ignore developmental levels. Understanding how kids and tweens behave at different developmental stages is essential when designing a research approach. Some considerations include:
   • What modifications to the discussion need to be made based on age?
   • How long of a session can kids and tweens tolerate?
   • Consider maturity and energy levels when combining ages (and gender).
3. Homework assignments/activities = power. In past years, a key focus of doing research with kids was ensuring the experience was FUN. There seems to be a shift to ensuring kids feel safe and comfortable when sharing their ideas. One of many tools to accomplish this is through a fun “homework” assignment. This is a great way to introduce the moderator and the research topic before the research. Arming kids with this knowledge can help them feel more prepared and confident.
4. A tandem approach is valuable (and efficient). Tandem groups are one of our favorite approaches when conducting research with kids. Bringing the parents into the room for the last part of the group can provide valuable context for their child’s reactions during the group and perspective on their family dynamic.
5. Choose research partners who have expertise in doing research with kids. Want more tips about how to conduct research with Gen Alpha successfully? We would love to help!

Jerry W. Thomas

CEO

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Bonnie Janzen

President

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Felicia Rogers

Corporate Executive Vice President

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Elizabeth Horn, Ph.D.

SVP, Advanced Analytics

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Clay Dethloff

SVP, Qualitative Research & Innovation

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Decision Analyst's Qualitative Resources

• Becoming A Qual Champion: A Short Guide For The Quant-Focused Researcher
• Curious, Compassionate Listening: 3 Tips From My Yoga Practice That Make Me a Better Moderator
• Four Keys for Conducting Successful Shop-Along Interviews
• Qualitative Research Services