Ages 19–21
Leaving home
Study, first jobs and the first independent purchases made without a parent involved.
Next Gen Insights
Gen Z market research, in real time.
Independent, first-party research with young adults aged 19 to 30, collected every week. The generation entering the workforce, managing their own money and choosing brands for themselves.
Ages 19–30
6 markets
Weekly fieldwork
Since 2024
What it is
The generation that grew up in our data.
Most Gen Z research starts when a brand becomes interested in them. Ours starts earlier. We have been surveying this cohort since they were children, so Next Gen Insights is not a new panel, it is the continuation of a story we have been tracking since 2017.
Surveyed directly, not inferred
We ask young adults themselves. Nothing here is modelled from broader adult panels or scraped from social platforms.
Weekly, not annual
312 responses a week per market, 16,224 a year. Fast-moving preferences show up as a movement rather than a gap between studies.
Independent decisions, first time
Spending their own money, without a parent in the room, is a different behaviour from influencing a household purchase. This is where that shift is measured.
Continuous with childhood
At 19 the story picks up from Kids Insights, so the arc from age 3 to age 30 is unbroken and comparable.
Gen Z research
Gen Z, covered end to end.
Gen Z is not one audience and it does not sit in one product. The younger half, teenagers aged 13 to 18, are surveyed within Kids Insights. The older half, aged 19 to 30, are here. Together they give you the whole generation on one consistent method, rather than two unrelated studies stitched together.
Ages 22–24
Early career
Income arrives and brand relationships form around it, in categories they never chose before.
Ages 25–27
Establishing
Bigger commitments, more considered spending and loyalty that starts to settle.
Ages 28–30
Next parents
The cohort that becomes the household decision maker, picked up again in Parents Insights.
What we measure
Where their money and attention go.
Young adults are asked across the same insight modules as kids and parents, so a finding at 25 can be read against the same question at 15.
Purchase Power
Independent income, spending and what it goes on.
Entertainment Hub
Streaming, music, film and the content that holds them.
Digital Behaviours
Platforms, gaming, devices and time spent online.
Social Circles
Creators, communities and who they take a recommendation from.
Food & Shopper
Where they shop, what they eat and the brands they return to.
Future Trends
Emerging attitudes and the signals forming next.
IP Affinity
The franchises and characters that carried into adulthood.
Coverage
Six markets, on the same method.
Next Gen Insights runs in the United Kingdom, the United States, France, Germany, Italy and Spain, on identical fieldwork to Kids Insights and Parents Insights.
312
Young adults surveyed weekly, per market
16,224
Per market, every year
6markets
UK, US, France, Germany, Italy, Spain
since2024
Always on, ever since
Latest thinking
What we are seeing in young adults.
Published research drawn from the same dataset, free to read.
Report
The Family Economy, 2026
Register to download the full dataset and analysis.
Family economy Article
How can brands successfully reach teen consumers?
Teens sit across a fragmented digital ecosystem. Where brands should actually advertise.
Entertainment Hub Article
Gen Z and the rise of social shopping
Online has overtaken offline for UK teens. What livestream and social commerce mean for brands.
Digital BehavioursCommon questions
Next Gen Insights, answered.
What ages does Next Gen Insights cover?
Young adults aged 19 to 30, picking up where Kids Insights ends at 18 so the arc from childhood into adulthood is unbroken.
Does it cover Gen Z?
It covers the older half. Teenagers aged 13 to 18 are surveyed within Kids Insights, so between the two products you get the full generation on one consistent method.
Which markets is it available in?
Six: the United Kingdom, the United States, France, Germany, Italy and Spain. Kids Insights and Parents Insights run across all 22 markets.
How often is the data updated?
Every week. Next Gen Insights is a continuous study, not a periodic wave, so new responses land in the portal without waiting for a report.
How many young adults are surveyed?
312 a week in each market, 16,224 a year per market, as part of more than one million interviews a year across kids, teens, young adults and parents.
Can it be read alongside the other products?
Yes. All three run on the same method and the same insight modules, so a question asked of a 15-year-old, a 25-year-old and a parent can be compared directly. See the full methodology.
Start a conversation
What do you need to know about Gen Z?
Tell us the decision you are facing and we will show you where Next Gen Insights fits.