Using cutting edge techniques of neurometrics, biometrics, and psychometrics to understand Gen Z's behavior.
Recording observations through the digital annotation to document activities, behaviours, characteristics of Gen Z.
Application of new technologies to existing educational and consumer behavior problems or practices
Value creation methodologies for solving great societal challenges by harnessing digital innovation.
A new dynamic is coming to your workplace! Generation Z (born between 1995 and 2010) is graduating and ready to bring new strengths and skill sets to your company. As the first wave of this generation graduates, we want to help you put the framework in place to leverage and cultivate their completely unique assets that will shape the workplace of the future.
The study is divided into two phases. The first phase examines the impact of Generation Z in the workplace. The second phase, which will be unveiled in October 2017, will focus in on the changing needs of Generation Z students in hospitality education.
gen Z students
In this report, we describe who Gen Z are, identify their distinct behaviors and offer strategies for the hospitality industry to attract and cultivate them. The research was conducted in the first quarter of 2017. More than 4500 students from all around the world in private and public schools across Switzerland were invited to contribute to in-depth online surveys (+3500) and interviews, focus groups and experiments (+100) for the report. We also talked to more than 30 lecturers and 50 hospitality industry employees, who have already experience in working with the first slice of Gen Z
Over the past several years, research has been focusing on the Millennial mindset. But, given the dramatic twist in the future generation’s behaviour, it is time to focus on Gen Z. We are initiating the exciting journey into Gen Z's minds.
Exciting 3 months of face to face interviews, more than 120 hours of recordings and data collected form online questionnaires from several thousands of students.
Findings of phase 1 were presented at the International Recruitment Forum (IRF) on March 2017 in Montreux, and re-published by more than 40 press and TV media worldwide.
As we learn from phase 1: the mindset Gen Z carries is very promising. Nevertheless, Gen Z is facing a challenge without precedent. Digital transformation is the most aggressive action towards our brain in the history of humankind. We are moving from real life into an entirely new virtual environment, almost comparable to the transition from water to land. Phase 2 of this study focuses on development of new learning and interaction approaches that resonate with the way Gen Z's brain works.
The findings of the Phase 2 presenting new methodologies and their testing results will be presented during the IRF on 23rd October 2017 in Montreux .
Gen Z are just about to enter the workforce. As a consequence, when one questions the hospitality industry about their concerns and issues with Generation Z,
Gen Z spends dramatically more time socialising online than offline. Less than half of them claim that their emotional life is happening in real life. The ot
Gen Z claim to be masters of parallel processing and multi-tasking. It’s not true! Numerous studies performed in laboratory settings proved that people exhib
Generations are not designed only by a fixed range of years. Generations are formed as a result of the evolution of certain patterns of shifts in demographics, societal factors, and parenting styles—leading to the distinct mindsets that notably divide one generation from another.
Generation Z have some common characteristics with Millennials, such as savvy with technology and cosiness with the global world, but they are not the same. They show some strong behavioural differences because of growing up during periods of economic recession, the rise of terrorism and a different parenting style. “Gen Z is connected, however alone, confident, yet worried, pampered, but stressed”. Their minds have been formed under the pressure from the exponential proliferation of information and social media.”
While they adopted the technology for gaming and socialising they don’t even know how to create an Excel spreadsheet, or generate a PDF.
I don’t need to know how to create an Excel spreadsheet, or generate a PDF, I can just google a YouTube tutorial which explains me instantly how to make it work if it is necessary.”
They seem to be more distracted, since they want to do everything at the same time.
I need some rules, someone who can show me where to go and what to do in this virtual jungle and competitive world.
Generation Z is rebelling by complying. They ask for guidance. They are missing the rules, requesting them, and they are more than willing to follow them.
She consults on a variety of consumer behavior and user psychology related areas. These include investigating drivers of consumer behavior, behavioral change initiatives, and help organizations establish their own consumer insight departments and capabilities. Alexandra works with companies to increase their understanding of the behavioral aspects of their consumers, in a way that can be practically applied to their business strategies and needs. She has worked across a variety of industries, advising and training organizations, ranging from blue chips companies, small and mid-size companies, NGOs, professional associations, to educational groups. Alexandra has been referenced and interviewed in numerous global and industry publications such as RTS, Le Monde Economique or What Women Want. She obtained her Master’s degree in Luxury Brand Management from The Metropolitan University in London, is finalizing her PhD in Consumer Behaviour at the EU Business School in Geneva, and is a guest lecturer at numerous universities and business schools.
“I use decision science, digital innovation and lean methodologies to solve pressing problems faced by businesses operating in highly competitive and complex environments. My passion is helping organizations gaining deeper insights on their customers and maximising their brand equity!”
Alexandra Broennimann presents the research results of Generation Z study on RTS evening news. Mandated by the SEG Swiss Education Group, Alexandra Broennimann led a research on Generation Z, with the participation of more than 3500 students and personally interviewing more than a hundred. Generation Z is pragmatic, putting a steady job as a priority in their life. They are revolutionary, supporting progressive ideas, while accepting most rules as necessary for their comfort and protection.