The Association for Qualitative Research
The Hub of Qualitative Excellence
The Qualitative Research Hub: Eavesdropping on Generation Z

Eavesdropping on Generation Z

Presented by Lailah Choudry, Tomi Durosinmi, Amanda Hammond and Bella Wateridge

This year kicked off with the publication of countless trends, ranging from sustainability of gadgets becoming a key selling point to drone deliveries. But how much is wishful thinking, and what will actually appeal? AQR chats with Lailah Choudry (Sign Salad), Tomi Durosinmi (Verve), Amanda Hammond (Opinium) and Bella Wateridge (Razor Research) to ask how realistic this generation views such trends — particularly when the products and services are likely to be targeted at them?