information overload, short attention spans.
what makes you think we want to fill out surveys?
a brief history lesson. survey research was first established in the 1930s. between 1960-1990 this method of research flourished and in 1990 the first internet survey launched. the 1990s to present times witnessed declines in the survey participation rate and the growth of alternative modes of data collection (Three Eras of Survey Research). we know that surveys are consistent and proven to be efficient for past generations, but we do not know if the same goes for Gen Z. when we're sent a survey (via email, most of the time), are we answering it? and if so, are we answering accurately?
how has social media impacted traditional research methodologies? for one, it has made us ask - are those old research methods still effective? with new research techniques integrated into social media platforms like Instagram, TikTok, and Twitter, more interactive and convenient tools are now at our disposal. with open-ended, multiple-choice, and slider question options available, the possibilities to use these methods to uncover key insights are endless.
we wanted to know what Gen Zers had to say about surveys vs insta polls, so we turned to our community to find out.
we asked Gen Z…
we asked 1580 Gen Z’ers of different ages, backgrounds, races and religions and here’s what we found…73% said they’d answer an Instagram poll more accurately.
here’s what our Gen Z’ers said
“I would say an Instagram poll just because it’s easier and it wouldn’t take as much time. With a survey, if it’s too long then my interest is lost.”
“Instagram poll is more casual, so you feel less pressure, and at the same time it’s accessible.”
“Instagram poll is simple and more convenient for me, that’s why I would be more likely to answer truthfully because I don’t have to spend as much time filling out a survey and getting bored”
“I would answer slightly more honestly for an Instagram poll because I know exactly who posted it and I know who’s getting my results. It’s shorter and it’s not as time-consuming. ”
take a listen for yourself if you don’t believe us
the question is, why is this Gen Z's response?
social media has become the center of our lives, it is our go-to source for information. the word convenience comes to mind when thinking of Instagram poll, in terms of accessing and responding. we are not saying surveys don't work, we are saying that Gen Zers cares less about surveys than other generations. frankly, we find them boring and time-consuming.
rather than changing preexisting surveys mold to fit Gen Z, why not just change the game fully? traditional surveys are sent through email, but now we only check emails relating to school or work. for anything else, we check social media to see what the newest TikTok drama is, what events are happening around the world, and to see what our friends are doing.
honestly, we are lazy. we do not go out of our way to do something unless we see immediate results. instagram polls are literally at our fingertips. they instantly show us results and we get to see what other's opinions are. another big component is user trust. we are more honest when we know the person who is seeing our answer. one participant from the focus group stated how when she asked a poll question on her Instagram versus when her school answered through a survey, the Instagram poll answers were more accurate. students felt more comfortable being honest on the student's poll than the school's survey.
we do not think like other generations, so it's time to spice it up. social media-driven, convenient and accessible polls are the future of research. true, modern research must ask the right questions, in the right places, from the right people.