Generation Z has completely disrupted traditional communications and, along the way, market researcher’ attempts to engage, to intercept and to listen in.
From social to brand relationships, our interactions have – and will continue to – evolve into micro opportunities to connect, engage and react. And with the overload of 24/7 availability across multiple channels, establishing “old-fashioned” conversations is nearly impossible.
What are we as reseachers to do? It’s vital that we understand the new patterns of usage, the new paradigm of connection and how attention and emotional engagement accompany them.