Case Study: The Guardian deepens Gen Z insights with Savanta

The Guardian boosts Gen Z insight with Savanta using research with 16-24s and 25+ myth-busting findings

The Guardian needed to become an expert on youth issues for its clients and stakeholders. To fill this knowledge gap, they partnered with the research vendor Savanta.

Savanta conducted an online survey and a focus group with 16-24 year olds, exploring seven key areas of their lives. The resulting report provided detailed insights and myth-busting analysis, allowing The Guardian to successfully position itself as an authority on Gen Z and use the feedback to inform future projects.

The Guardian