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MLA
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Management
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Research Paper
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English (U.S.)
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GPS SmartSole Cross Generational Market Research. Research Paper

Research Paper Instructions:

Working in groups of 3-4, Identify and select an existing, but relatively new consumer product that addresses a need related to ageing.
Select a new or emerging consumer oriented product.
Develop a strategy for researching consumer reactions to the product using market research and testing methods – interviews, surveys, focus groups, etc.
Part 2 – Individual Contribution to Project – Written Report – 10%
Research the generational demographic group you are assigned – write a 2-3 page profile on them, and why they are key to this project.
Conduct a concept test for the field research with this group on behalf of your group.
Write a written report on your research findings, to be a section of the report.
Your individual work will be submitted along with the group written work.
My generational demographic group assigned is Generation Z. The product we choose is GPS SmartSole.

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GPS Smart-Sole Cross Generation Market Research
Generation Z poses a big marketing challenge to companies due to its dynamic nature in tastes and preferences. It refers to the generation born between 1996- 2010 which implicates that their consumer presence is greater around the globe both as a result of numbers and financial capability. Business Insider described the generation as the soon-to-be largest cohort of consumers. This means that prospective businesses should analyze their characteristics, habits, trends, and preferences to understand this vital generation of consumers.
Generation Z has grown on mobile technology and attracts the majority expenditure in the US, influencing $600 billion, which is a fact that marketers need to grasp or miss out on (Takahashi n.p). They represent the largest population in the world and together with their increasing purchasing power form an important sector of the global market. They are the youngest to enter the market that is highly connected and competitive and pose as content creators more than just consumers (Lorenz n.p). The age bracket the generation falls under means that they are still evolving and in the process of establishing their tastes and preferences.
One of the factors that stand out about generation Z is the fact that they were born right into the digital mobile era (Business Insider n.p). This is an indication that digital platforms are a powerful way to reach them more than the generations before. Their media and product consumption habits vary from other generations significantly due to their pronounced online presence. The smart sole technology could be of great compatibility with the generation in this regard although other product elements matter.
Unlike the Millenials, Generation Z prefers cool products to cool experiences (Kleinschmit n.p). They have a complex product preference and a surv...
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