It’s graduation season, and that means a new group of young adults is stepping into the world. These new grads, most of them part of Generation Z, are not just starting jobs. They’re also becoming influential voices that are reshaping the marketing research landscape.

At Think Group, we believe that good research starts with listening. And if brands want to understand what today’s young adults think, want, and need, they must meet them where they feel seen and heard.

Why College Grads Matter in Marketing Research

College graduates are entering a time of big change: new jobs, new cities, and more spending power. They’re making their own choices about money, health, and technology. That makes them a key audience for consumer insights.

Whether through surveys, interviews, or focus groups, hearing directly from recent grads can help brands:

• Create better products. By hearing directly from recent grads, companies can design products that fit their needs and lifestyles. Whether it’s tech, food, or financial tools, their input helps shape offerings that feel useful and not out of touch.
• Improve services. From customer support to delivery options, insights from young adults help businesses improve how they show up. When companies understand what this generation values (like speed, simplicity, or transparency), they can offer better, more relevant service experiences.
• Build stronger messages. Marketing research with Gen Z grads helps brands speak their language. Clear, authentic communication matters more than ever, and real feedback helps companies create messages that resonate, not just advertise.

What Makes Gen Z Different?

Today’s college grads grew up with smartphones, social media, and fast-changing technology. Because of that, they:

• Want quick, easy experiences. Gen Z has grown up in a world of one-click shopping, on-demand everything, and instant answers. They’re used to fast, user-friendly tools and expect the same in research. If a survey is too long or hard to navigate, they’ll likely skip it. Researchers should keep things short, mobile-friendly, and easy to complete.
• Care about privacy and honesty. This generation is smart about data. They want to know what you’re collecting, why you’re collecting it, and how their data will be used. Being transparent builds trust. If researchers are upfront and respectful about privacy, Gen Z participants are more willing to share their honest opinions.
• Expect brands to stand for something. Gen Z looks beyond the product. They care about what companies believe in, like sustainability, equality, and social responsibility. They’re more likely to participate in research or support a brand if they feel it aligns with their values. This means companies need to think about purpose, not just profit.

How to Make Research Work for Gen Z

To get the best insights from college grads, marketing research needs to change, too. Here’s how:

• Keep it simple. Avoid long forms or confusing words.
• Make it mobile. Most Gen Z participants use phones for everything.
• Be real. They value honesty over flashy marketing.
• Offer value. This could mean an incentive or just knowing their input will help others.

At Think Group, we design participant experiences that make people feel seen and heard. When participants are comfortable, they give better answers, leading to better results for our clients.

What Comes Next?

As more grads enter the workforce, their opinions will shape the future of many industries. Smart brands will want to stay in tune with this group, not just to sell products, but to build trust.

Marketing research is how that happens.

Want to hear what this new generation is thinking?

Contact Think Group to build a research study that connects with today’s college grads.