Whether manufacturers realize it or not, Gen-Z is a brand influencer. Different consumer segments often have highly differentiated purchase behavior, and it is not enough for marketers to only know how each segment engages with their categories. Knowing the “Why” requires true depth of insight. As the actor know his or her audience, so too must brand managers and researchers. This kind of knowledge reveals how brands can capitalize on new trends. As the market research industry becomes more educated, looking & listening to what shoppers see & say will become the benchmark of best practices. A quant video platform can help get us there.