Engaging the next generation with actionable insights: reflections on the MRS Gen A-Z conference
20th March 2025 18:06
“Young people have all the answers, we just need to give them a seat at the table” - Kian Bakhtiari, Chair of the MRS Generation A-Z Conference
On Thursday 27th February, Helen Menzies and I made the journey from opposite ends of the country to present at the MRS Generation A to Z Conference in London, an event dedicated to understanding and engaging with younger audiences in a meaningful way.
Lanyards round necks, and tea and cookies (and a delicious smoothie!) in hand, we were ready to hear more about research methods that genuinely resonate with Generation Alpha (children up the age of around 15) and Generation Z (older teens and young adults), exploring the key trends shaping their world.
Together with our client, The Electoral Commission, we shared the importance of involving young audiences throughout the research development process. We showcased how working closely with young people from the very start of the research journey helped us tackle complex political topics in an accessible, child-friendly way. This collaborative approach didn’t just make the research more engaging for respondents; it provided a genuine read on young people’s confidence levels and understanding of these subjects. By co-creating with our audience, we were able to deliver outputs that truly reflected their perspectives—something that’s often missing from traditional research methods with children and young people specifically.
Beyond our own presentation, the conference was packed with valuable contributions from some of the biggest names in the industry. Representatives from Channel 4, Lego, and Sony shared their own experiences of connecting with younger audiences, while a hospitality panel offered fresh perspectives on engaging Gen Z within their sector.
Here are some of the most impactful insights we gathered from the conference:
- Collaboration is key– involve young people in the research process from the start to ensure the results reflect their real thoughts and feelings and give them a voice.
- Use tech they are familiar with - with children and young people living so much of their lives online, research methods need to be immersive and engaging in digital ways. One of the presentations showcased using Roblox to create a more immersive qualitative experience and noted that ‘when you’re having fun, you’re honest!’
- The power of play – Lego’s session highlighted how gamifying questions, using parallel play, and even citizen journalism (letting kids ask their own questions) can lead to more insightful and authentic responses.
- Gen Alpha love the outdoors – We might all assume that screen time dominates their lives, but Gen Alpha are kids, and they enjoy outdoor activities just as much as previous generations.
- Strip away the adult filter -To truly understand Gen Alpha, research must adopt their perspective, amplifying their voices rather than relying on parental interpretations. They are often described as the ‘anxious generation’ but this risks ignoring their innate confidence.
The hospitality panel was one of my favourite parts of the day, as someone who loves a meal out with a nice glass of wine, I was interested to hear how the hospitality sector is evolving…
- Changing social habits in hospitality – 35% of the adult population are now alcohol-free, yet they still expect premium service associated with drinking alcohol, and they’re happy to pay the price. Younger audiences tend to be more mindful, spending more on dining experiences and making choices influenced by dietary requirements and social media trends.
- The power of social media in dining choices – Nearly half of Gen Z (44%) choose restaurants based on TikTok recommendations, and 48% take pictures of the venue. A strong social media presence is now a key factor in a hospitality brand’s success.
- ‘Instagrammable’ experiences matter – 47% of young people go out to experience new and visually appealing cultures, reinforcing the importance of aesthetics in hospitality.
- The say-do gap – whilst on paper many Gen Zs say they want more sustainable and conscientious choices, Just East shared evidence that this generation is still ordering plenty of junk food!
Heading back to the station, I left London feeling inspired and excited to continue to push the boundaries of children and young people research. The Generation A-Z conference highlighted just how important it is to engage young audiences in research, and authenticity is key. By designing research that’s had their input, speaks their language, and is engaging, we can uncover insights that truly matter from this future generation. Move away from transactional conversations towards meaningful relationships through research…and give them a seat at the table!
If you’d like to learn more about our approach, get in touch—we’d love to chat!
Please contact our Head of Children & Young People Research Helen Menzies.
