Researching Gen Z: Design for Your Future Users

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Generation Z is 61 million buyers strong, with $143 billion in collective spending power (and growing).

To reach an emerging cohort of digital natives, companies must rethink how they approach learning about their users of the future.

Brilliant Experience's John Whalen is leading the charge on design research that resonates with Gen Z—and sharing expert tips on how to learn from this crucial demographic.

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Watch for a deep dive on...

  • Why Generation Z is crucial to the survival of your brand, product, and experience
  • How to craft a research approach that resonates with this consumer group
  • A case study showing how to design consumer research on Gen Z that identifies trends within a category
  • A quick approach to analysis that can get you from capturing moments to delivering insights in an afternoon.


Meet the speakers

John Whalen

John Whalen, PhD
Partner, Psychological Insights & Innovation | Brilliant Experience

John founded and leads Brilliant Experience – a DC-based UX consultancy known for transforming psychological user insights into powerful business strategy and advanced UX innovations. He has a Masters and PhD in Cognitive Science (Johns Hopkins University), completed a Post Doctoral Fellowship at UCLA, and was a Psychology Professor at University of Delaware before launching his company. John also is a former president of UXPA DC.

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Ben Wiedmaier, PhD
Product Evangelist |

Ben is the product evangelist at dscout, where he spreads the “good news” of contextual research, helps customers understand how to get the most from dscout, and impersonates everyone in the office. He has a doctorate in communication studies from Arizona State University, studying “nonverbal courtship signals”, a.k.a. flirting. No, he doesn’t have dating advice for you.