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Generation Z attracts more and more interest among companies and brands. Indeed, they have totally different needs from the other generations and have a huge influence on the households’ purchases. The market research sector wants to collect information about them in order to study their behavior and preferences. GfK is part of this sector. 
One of the ways for this company to collect information is to ask questions on one of its online consumer panels. It’s fast and cheaper than doing interview by call center or face to face. An important drawback of online surveys is the low response rate of younger generation. It’s the reason why the company GfK Belgium would like to find solutions in order to engage these youngsters in market studies, and more specifically in the online consumer’s panels. 
In order to solve the problem, different steps had been undertaken. After giving you an insight of the environment in which the company works, the first step will analyze the generation Z and the actual problem that the panels have to deal with. Then, the focus is on the existing practices to engage people in consumers’ surveys. Afterwards, based on the previous researches and analyses, some solutions will be implemented in the company GfK Belgium. Finally, the conclusion will sum up the findings of these works and make some recommendations to the company.

Gfk, Online panels, Belgium, market research, generation Z, survey, engagement --- Sciences économiques & de gestion > Marketing