European Journal of Service Management

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management

ISSN: 2450-8535     eISSN: 2451-2729    OAI    DOI: 10.18276/ejsm.2018.27/2-47
CC BY-SA   Open Access 

Issue archive / Vol. 27/2, 3/2018
Facilitated workshops and the Focus Group as a way to gain opinions and formatting a new product with the Z generation

Authors: Kamila Słupińska
University of Szczecin, Faculty of Management and Economics of Services
Keywords: Facilitated Workshops focus studies qualitative research generation Z decision making process communication
Data publikacji całości:2018-12-31
Page range:6 (389-394)
Klasyfikacja JEL: M31 M39 O32
Cited-by (Crossref) ?:


The aim of the article was to show how to obtain opinions, as well as to shape a new product for the generation of Z. The article focuses on the use of selected qualitative research, in which one can learn about what young people are directed by. Through their direct involvement, one can observe what aspects play a special role for them. In the first part of the article, the author presents the characteristics of the Z generation and selected research forms. Next, the results of focused group interviews and the results of the supported workshops were presented, which were an integral part of the study. The aim of the study was to get to know the way of thinking of the Z generation, the determinants that guide it in the framework of purchasing decisions and the identification of forms of marketing communication that they identify. This goal has been achieved by involving the participants into the role of, on the one hand, producers of a given product, on the other, researchers who have to determine what customers like them are paying attention to. As a result of focus research, information about elements that capture the attention of the young generation while shopping was obtained. As part of the workshop, a simplified proposal for a communication campaign for the selected product was developed. The combination of both methods enabled the active involvement of all participants and the observation of what particular elements draw attention of young consumers in their decision-making process. Due to volume restrictions of publication the results of the research were focused on the methodological aspect, ie the results of the use of selected research forms, rather than on the results of the research topic. The results and conclusions from the adopted theme constitute a separate article.
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