Case Study
Unlocking Gen Z’s search habits for Google’s Mobile Youth Task Force
Google’s Mobile Youth Task Force partnered with Bixa researchers to understand how Gen Z searches, browses, and engages with content on mobile devices. Through diary studies, ethnographic research, in-depth interviews, and behavioral analysis, Bixa captured thousands of real-world mobile interactions. The findings revealed what Gen Z searches for, how this generational cohort moves between apps and browsers, and where existing digital experiences fall short.
These insights helped Google develop new product ideas, align teams around a Gen Z-focused roadmap, and establish a repeatable model for studying emerging audiences.
The challenge
Our approach
Google wanted a deeper understanding of Gen Z’s mobile behavior—based on what young people actually do throughout their day, not only what they recall in a traditional interview.
The research focused on three key questions:
How does Gen Z use mobile search across browsers, apps, and digital platforms?
What unmet needs, motivations, and pain points shape their search behavior today?
How could Google create more useful and engaging mobile experiences for Gen Z? (with actionable UX and product development recommendations)
Bixa established a comprehensive mixed-method research approach to explore Gen Z’s digital habits:
Video diary studies: Over four days, Gen Z participants completed eight randomized prompts per day asking them to record their screens, narrate what they were doing on their phones, and answer a micro-survey about their search behavior in that moment. This produced more than 5,000 data points with real-time observations of mobile behavior.
In-depth interviews and ethnographic visits: Researchers explored participants’ routines, motivations, and decision-making in the environments where mobile search naturally occurred.
Behavioral trend analysis: Bixa analyzed search intent, screen flows, content preferences, and movement between apps and browsers to identify recurring behaviors and unmet needs.
Hands-on ideation workshop: Bixa led a two-day working session with Google stakeholders to interpret the findings and turn Gen Z behaviors into product and feature concepts.
What we accomplished
Strategic product development
The research generated feature ideas grounded in Gen Z’s real-world search habits and unmet needs. Google teams used these concepts to test and launch new experiences across key products.
Cross-team alignment
The research and ideation workshop brought stakeholders from across Google together around a shared understanding of Gen Z. This helped teams prioritize opportunities and build a more coordinated product strategy.
Repeatable research model
Bixa developed a reusable framework for combining video diaries, ethnography, interviews, and behavioral analysis. Google could apply this model to future research involving Gen Z and other emerging audiences.
A peek behind the curtain
A collaborative ideation workshop brought cross-functional Google teams together to analyze the Gen Z research and turn shared insights into product ideas.
Highlighted tools & techniques
Diary study
Captures in-the-moment behaviors as they happen over time. Participants document real experiences through videos, screen recordings, and micro-surveys, revealing patterns, decisions, and moments they may not remember during an interview.
Ethnographic research
Observes customers in the real-world environments where behaviors actually happen—at home, at work, while shopping, or wherever the experience takes place. Seeing what people actually do, rather than relying only on what they say they do, uncovers behaviors, workarounds, context, and unmet needs they may never think to mention in an interview.
Behavioral trend analysis
Identifies recurring patterns across research activities and participants. Analyzing search intent, screen flows, platform choices, and content preferences reveals shared behaviors and emerging needs that can inform product strategy.
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