Combining research tools with TikTok to better understand Gen Z

Room 1 | 1:15 pm - 1:45 pm | Wednesday, February 22, 2023

Entertainment marketing firm Trailer Park Group Strategy is refining our approach to youth consumer insights using data and research in combination with examples from across the TikTok landscape to build a more robust understanding of what Gen Z cares about, how they view their lives and what makes them, well, “Tik!”

As Gen Z speeds through an infinite library of information and entertainment, the pace of digital culture has accelerated to match them. Data tools and social listening merely capture the passing trends — not the meaningful implications. As Gen Z affirms their place as the most sought-after generation for brands, marketers and entertainers, leveraging TikTok takes us beyond the clichés and deep into the culture that Gen Zs consume and create.

Key takeaways:

• TikTok is the epicenter of Gen Z content, trends and culture.
• When combined with quantitative and qualitative research, social listening and data tools — TikTok conveys the essence and underlying attitudes of young consumers.
• The unique on-platform mentality of TikTok users prompts enormous opportunities for marketing.

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