Blog
Discover fresh perspectives on relevant consumer insights topics and trends
Keeping Young Respondents Engaged: Why Motivation Is the Missing Piece in Survey Design
Anyone running research with younger audiences knows the challenge: attention spans are short, patience for repetitive questions is shorter, and the moment a survey feels like a chore, respondents click away. For brands trying to understand Gen Z and younger millennials, this isn't just an annoyance — it's a data quality problem. A survey that loses respondents halfway through doesn't just shrink your sample size; it skews it, since the people who drop out are rarely a random slice of your audience.
Youth Attitudes towards AI: Usage, Trust, and Fears in 2026
Drawing on data from Opeepl's Youth Pulse, this article examines how 15–30-year-olds across Europe are adopting AI tools, where they see its value, and where their trust runs out. From concerns about job automation and privacy to the rise of AI influencers, the data reveals a generation of cautious adopters — and clear implications for brands.
The Rise of Plant-Based Consumers in 2026
Plant-based eating is no longer a niche lifestyle reserved for a small group of committed vegans. In 2026, it has become a mainstream, flexible way of eating, driven largely by young consumers who prioritise health, sustainability, and personal values.
From swapping dairy for plant-based alternatives to choosing meat-free meals several times a week, youth are reshaping what “plant-based” really means.
Youth Fashion Trends 2026: Second Hand Growth and 10 Trends to Watch
Youth fashion is evolving beyond seasonal trends and fast-moving aesthetics. Today’s young consumers are making style choices shaped by affordability, individuality, comfort, and growing awareness of sustainability.
Insights from Youth Pulse show a generation embracing second-hand shopping at scale while driving new trends that blend nostalgia, technology, inclusivity, and everyday practicality.
How Gen Z and Younger Millennials Use Social Media: Insights for Brands
In 2026, young people are still deeply embedded in social media, but their relationship with it is maturing. Opeepl Youth Pulse study reveals a generation that is actively reshaping its digital habits: setting limits, shifting platforms, and buying more directly through social media than ever before. Discover how 15–30-year-olds use social media today — and what it means for your brand competing for their attention.
The Secret Weapon of Modern Marketing: How To Use Behavioural Analytics Effectively
In the non-stop hustle of modern marketing, we're all seeking that special something to stay ahead of the competition. The latest weapon transforming the battlefield is none other than behavioural analytics.
Now, what is that exactly?
Simply put, it's about systematically collecting data on how real-life customers interact with our business across channels and actions. From website browsing and social media engagement all the way to repeat purchases.
Cross-Culture Consumer Contradictions: Same Age, Different Choices
Explore research-driven insights into how culture, economics, and social context shape consumer behaviour across global markets. This article examines why seemingly similar audiences, make different choices in fashion, technology, and sustainability.
The focus is on translating academic theory and cross-market data into practical implications for international strategy and segmentation.
Incentivising Survey Respondents: Get the Motivation Right
Respondents are key in all market research and yet their motivations and incentives are rarely debated.
However, getting the motivation right dramatically affects quality and reach. In this blog post, we share why we discarded building a panel in favour of sampling dynamically.
The Youth Market in 2026: Must-Know Trends for Brands
Our Youth Pulse study among 15-30 y.o. reveals a generation navigating a period of cautious optimism: their financial outlook remains relatively stable, yet spending expectations have softened slightly. Against this backdrop, Gen Z and younger millennials continue to shape the market in meaningful ways — from how they spend time on social media and which influencers they trust, to what they eat, drink, wear, and invest in when it comes to personal care.
This article brings together the key trends across six categories — social media habits, food, non-alcoholic beverages, alcoholic beverages, fashion, and personal care — to give brands a broad picture of where the youth market stands in 2026.
2026 Personal Care & Cosmetics Trends among Young Consumers
Few categories hold young consumers' attention quite like personal care and cosmetics — and few are shifting as quickly. What counts as a must-have, where products get discovered, and which brands earn a place in the routine all look different today than they did just a couple of years ago.
Drawing on Opeepl's Youth Pulse Study, this artricle unpacks how Gen Z and younger millennials are engaging with the category in 2026: how invested they really are, the trends they expect to shape it next, where they turn to find new products, and what all of this means for the brands hoping to win them over.
Values vs. Actions: The Consumer Gap
Consumers today are more vocal than ever about what they care about. Yet when it comes to real purchase decisions, sustainability, ethics, and social responsibility often take a back seat.
This gap between what consumers say and what they actually buy, known as the values–actions gap, is one of the biggest challenges in modern consumer research. In this article, we explore why this disconnect exists, what the data really shows, and how brands can move beyond stated attitudes to understand real behaviour.
How Social Media Influencers Are Shaping Youth Buying Habits in 2026
Influencer marketing among young consumers is maturing, and the data is finally catching up with the complexity. With 91% of 15–30-year-olds following influencers on social media, the reach is near-universal. But reach alone tells you very little about what actually drives trust, engagement, and purchase decisions.
Drawing on our Youth Pulse study, this article unpacks where young people engage with influencers, which creator categories earn their attention, how trust is evolving, and what the rise and limits of AI influencers mean for brands competing for youth's attention in 2026.
Pricing Research 101: Setting the Right Price for Market Success
Pricing is one of the most important decisions a business can make, yet it is often one of the most challenging. Set the price too high and you risk losing customers, set it too low and you may leave revenue on the table. Pricing research helps brands understand how consumers perceive value, what they are willing to pay, and where the optimal balance lies between demand and profitability. By testing pricing strategies before launch, businesses can make more informed decisions and improve their chances of market success.
The Shift in Young Consumers’ Alcohol Consumption: Trends & Insight
As Gen Z and younger millennials redefines social norms, their approach to alcohol is changing too. Backed by insights from Opeepl’s Youth Pulse study, this article explores how health goals, lifestyle values, and new drinking habits reshape the alcoholic beverage landscape.
From rising interest in low-ABV options to a growing openness toward non-alcoholic alternatives, we unpack the key trends shaping young consumers’ alcohol choices — and what they mean for brands trying to keep up.
Gen Z E-Commerce Platforms: A Tale of Temu and SHEIN
In the dynamic landscape of e-commerce, two names have emerged as prominent rivals for the attention of Gen Z consumers: Temu and SHEIN. These China-founded platforms have honed their strategies to appeal specifically to the tastes and preferences of the younger demographic, tapping into the zeitgeist of the digital age.
Our Youth Pulse Study unveils intriguing insights and paradoxes into Gen Z shopping behaviour in relation to Temu and SHEIN.
Consumer Confidence among Gen Z and Younger Millennials: Main Developments from 2023 to 2026
Consumer confidence index among Gen Z and younger millennials hasn't followed a straight path since 2023 — it's climbed, dropped, recovered, and cooled again. While concerns around inflation, employment, and the cost of living persist, young consumers' financial outlook and spending plans have swung more sharply than any single wave of data can show. Understanding this movement is important for brands, as consumer confidence influences everything from purchasing decisions to long-term brand loyalty.
Causes Young Consumers Care About in 2026: Mental Health to Microplastics
What Gen Z and younger millennials care about most keeps shifting, and personal wellbeing is pulling further ahead of social and environmental causes with every new wave of research.
Insights from Opeepl's Youth Pulse study reveal a generation putting mental health firmly in first place, treating sustainability as a set of easy, everyday habits rather than a deep commitment, and forming early opinions on emerging concerns like microplastics.
Get the Next Consumer Trend Right in Time With Early-Stage Concept Testing
In a high-speed market place where new is always better, the constant demand for product innovation tightens the grip on market researchers’ budgets and resources.
In this blog post we look into the value of quantitative consumer insights in the early stages of product innovation to get the next consumer trend right in time.
How to Survey Young Consumers: Best Practices
Engaging young consumers in survey research requires a deep understanding of their preferences, motivations, and barriers. Our recent research reveals that 71% of 15-27 y.o. have never been a part of a survey panel, presenting market research professionals with the challenge of reaching and engaging this demographic for consumer insight studies. This article highlights crucial trends that researchers must consider when designing surveys for young consumers.
Your Online Survey Is Likely Taken on a Mobile Device
A rapidly increasing share of quantitative market research surveys are taken via smartphones. It is a natural development in a world that is becoming increasingly mobile in every aspect.
The planning and designing of your market research studies need to take this into account.
5 Trends in Gen Z Media Behaviour
The way Gen Z consumes media is changing rapidly. Raised in a digital-first world, young consumers are constantly adapting how they discover content, engage with brands, and spend their time online. Insights from our latest research reveal five key trends shaping Gen Z media behaviour, highlighting where attention is moving, how content is being consumed, and what this means for marketers aiming to stay relevant in an increasingly fragmented media landscape.
Why Consumer Insights Are Your Best Weapon Right Now
The market is in a historic anomaly: employment is high and on the rise as many countries recover from the pandemic years. But booming inflation and supply chain shortages are causing record-low consumer confidence. Are we in a crisis? Or are we making it self-fulfilling prophecy by employing a crisis behavior? Regardless of how your business is addressing the situation, you are better off keeping in touch with your consumers.
The 5 Key Benefits of Market Segmentation for Brands
Most brands believe they know their customers. Then they look at the average — and the average, it turns out, describes almost no one. Market segmentation is how brands move past the mythical “typical customer” to the real, distinct groups hiding inside a market.
This article covers what segmentation is, the five benefits that make it worth the effort, the main ways to do it, and a single figure from our own research that shows just how much one market average can conceal.
The Ultimate Guide to Consumer Insight and Market Intelligence
Every company calls itself customer-centric. Far fewer can say what their customers actually think — or tell the difference between what people say they will do and what they go on to do. That gap is where a surprising amount of strategy quietly goes wrong, and it is exactly where consumer insight and market intelligence earn their keep.
This guide covers both: what they are, how to gather them without fooling yourself, and how to turn them into decisions you can defend.
Social Media Trends among Gen Z and Younger Millennials: How Males and Females Differ in Platforms and Influencer Impact
With 94% of young consumers using social media and averaging 3.27 hours a day, their online habits are critical for brands looking to connect with this demographic.
Understanding the nuances of how 15-30 y.o. males and females interact with social media platforms and influencers can provide invaluable insights for creating tailored marketing strategies.
2026 Food Trends among Gen Z and Younger Millennials
The food preferences of young consumers are evolving, reflecting broader societal trends and personal priorities. Opeepl Youth Pulse Study among Gen Z and younger millennials sheds light on the key factors shaping their food choices.
From sustainability and dietary habits to the growing popularity of plant-based meals and fortified foods, these insights highlight the trends set to influence the food market in 2026. The article explores major food trends among youth across Europe, as revealed by the research.
The Limitations of Survey Panels
For many years survey panels were brands' best option for survey-based research.
However, it is becoming increasingly clear that panels have out-lived their roles and new, innovative approaches to consumer research will become the new industry standard for consumer research. In this post we take a look at why panels do not work anymore and what is next for consumer surveys.
Gen Z’s Favourite Clothing Brands: Purchase Drivers behind the Shopping Paradox
Gen Z is redefining the fashion industry, not just through what they wear, but through the values, trends, and digital influences shaping their buying decisions. From fast fashion giants like H&M and ZARA to hype-driven labels like The North Face and SHEIN, today’s younger consumers are blending affordability, self-expression, and online culture in ways that challenge traditional brand loyalty.
Our research reveals a generation caught between social values and shopping habits, where sustainability matters in theory, yet trend-driven purchases still dominate. Understanding which clothing brands Gen Z gravitates toward, and why, offers valuable insight into the future of fashion marketing and consumer behaviour.
Beverage Trends among Gen Z and Younger Millennials: How Brands Can Stay Ahead
Understanding the non-alcoholic beverage preferences of young consumers is essential for brands looking to connect with Gen Z and younger millennials. The beverage choices of this generation reflect a balanced approach, as they seek beverages that not only satisfy their cravings but also align with their values and lifestyle.
This article explores the key factors influencing youth’s beverage decisions, providing insights into the latest trends that shape their consumption habits.
Launch or Lynch: What to Do When Consumer Research Results Are Inconclusive
We have all witnessed dead consumer research results: the type of data that shows no negative or positive significance or no development since the last tracking. The type of results that make your colleagues yawn and management ask questions. The type of results that look worthless. What do you do? Let us take a look at your options.
Young Consumers & Sustainability: 6 Surprising Trends Shaping 2026
Generation Z and younger millennials are often portrayed as the most sustainability-driven demographic yet — but data from Opeepl's Youth Pulse Study tells a more complicated story. From varying priorities and gender differences to economic considerations, the true motivations behind young consumers’ sustainable choices might not align with popular perceptions.
In this blog post, we’ll explore six key trends revealed by the research about how sustainability fits into the broader landscape of values and purchasing behaviour of Gen Z and younger millennials.
How to Be Sure Enough: Identifying the Needed Amount of Interviews
Determining the appropriate sample size for your project involves carefully evaluating several key factors. These include the number of subsegments into which the results need to be divided, the acceptable margin of error, the available budget, and the specific requirements for reporting the findings.
In this blog post, we delve into the critical considerations that should guide your decision-making process when selecting the right sample size.
The Say-Do Gap: Why Consumers Don’t Do What They Say — and How to Trust Your Survey Data Anyway
Consumers rarely do exactly what they tell you they will. It is one of the oldest and most stubborn problems in consumer research — and, as behavioural and AI-generated data compete for attention, it is increasingly used to argue that surveys can no longer be trusted at all. But that overstates the case. Here is why the say-do gap is unavoidable, why it does not render your survey data worthless, and how the right research design lets you trust what your consumers tell you.
Why You Should Test Your Marketing Creatives before Launching Your Campaign
When companies make the mistake of testing their advertising creatives as they advertise, they take a big risk of loosing both sales and brand value. In contrast, taking the time and budget to test the marketing material pre-launch pays off massively in increased ROI.
Choose the Right Sample Approach for Your Mobile Research
The success of any mobile research project starts with one critical decision: choosing the right sample approach. Whether you're looking to reach a nationally representative audience, a niche consumer segment, or hard-to-reach respondents across multiple markets, your sampling strategy will directly impact the quality, speed, and reliability of your results. Understanding the strengths and limitations of different approaches is essential for ensuring your research delivers meaningful insights and actionable outcomes.
What “Weird” Markets Reveal about Youth
When it comes to understanding global youth behaviour, the usual markets, like the US, Western Europe, or major Asian economies, only tell part of the story. Some of the most surprising and actionable insights come from countries that are often overlooked, underfunded, or considered “too small” or “too complicated.”
These so-called “weird” markets reveal patterns in culture, consumption, and digital habits that challenge assumptions and highlight opportunities before they appear in mainstream markets.