OVERVIEW:
The goal is to conduct primary and secondary market research to identify a new market opportunity Gen Z.
Generation Z or the iGeneration, is the demographic cohort that directly follows Millennials. Some of the oldest Gen Z consumers are graduating college and entering the workforce for the first time in 2020. This cohort is now defined as consisting of individuals born between 1996 and 2010. Many of these consumers and Teens and Tweens.
report will be completed in the following parts:
EXECUTIVE SUMMARY: (one page)
WRITE A 1 PAGE OVERVIEW OF YOUR RESEARCH METHODOLGY AND FINDINGS.
SITUATION ANALYSIS AND CONCLUSION:
100 POINTS: SECONDARY RESEARCH (Approximately 5 pages)
Your first step is to conduct secondary research. You should look for information on the social-cultural, economic and technological trends for Gen Z. For example, how large is the market? Describe their habits and practices as consumers. Describe their attitudes, lifestyle and opinions. How do they view technology? What brands do they prefer? How do they respond to traditional advertising and other marketing strategies & tactics? How brand loyal are these consumers? In essence, you want to find out as much as you can about how they behave as consumers in the marketplace.
1O0 POINTS: PRIMARY RESEARCH (Approximately 3 pages)
You should first conduct at least 3 interviews to identify insights about your target consumer and to better understand them and how they view brands. Once you have a cursory understanding of the consumer, you will summarize your findings of their unmet needs. You should profile your interviewees and give an overview of their habits and practices. This section is not to be written up in a Q & A format. On the other hand, you should analyze findings and discuss at least 3 significant outcomes. Use the Template provided to record each interview.
Consumer Interview Debrief Form
First Name of Interviewee:
Date of interview:
Contact information (Email):
Key Insights (What did you learn that wasn’t obvious or intuitive from the discussion):
Analysis of Interview
Outstanding Questions? Additional information you would like to know
100 POINTS: BRAND AUDITS: (Approximately 4 pages)
You should research two companies that are currently targeting this cohort. You will conduct brand audits for each brand. Please refer to the Brand Audit guidelines.
OTHER: MECHANICS & STRUCTURE OF PAPER:
You should check your grammar and spelling. Ensure your paper flows for section to section. Use proper citations as well. Your paper must have an Executive Summary, Appendix which includes a Bibliography.
APPENDIX:
-Bibliography
-List of Questions
-Interview Debrief Forms (3)
-Additional Charts, Graphs etc.