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Researching Youth: Harnessing the power and imagination of young people
Gen Z is already having a massive influence on the digital landscape: they account for 40% of global consumers and possess a tremendous amount of spending power. This generation requires a different approach than we’re used to, and it’s ripe with opportunity.

A lot of research has been conducted on this group, their values, habits, and what they want out of technology. But, how do you actually conduct UX research with this group effectively to get meaningful insights?

Join us as AnswerLab’s Mitra Martin shares her experience designing and carrying out youth research, as well as best practices & insights learned on how to reach and connect with this population.

Webinar attendees will:
1. Discover a new mindset for thinking about youth and
what they can contribute as research participants

2. Learn specific interviewing techniques to get more out of
research with young participants

3. Discover new methods that can help tap into the power
of young people to illuminate research goals

Dec 9, 2020 10:00 AM in Pacific Time (US and Canada)

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Speakers

Mitra Martin
Senior UX Researcher @AnswerLab
Mitra Martin is a senior researcher and learning experience designer. She has been working in strategic communication since 1998 with experience in the related domains of brand strategy, marketing research and UX research. She has designed and carried out qualitative research to develop insights that drive strategy for Fortune 500 technology and global retail brands; established brands in media, gaming, travel; and non-profit/public sector organizations in public maternal & child health and the arts. Her research and engagement with young people and their families has contributed to products, campaigns, and change initiatives supporting a more connected and humane world. Mitra also has over a decade of experience as a professional educator and community developer, and established a social dance school in Los Angeles. She has facilitated thousands of workshops including learning experiences for Google, Caltech, and The Ford Theaters.