The project will bring together Angelfish’s participant recruitment with Incling’s AI-supported online community research for the project.

The study into Generation Alpha will explore younger people’s attitudes, behaviours and expectations, with findings shared through a series of blogs, webinars and thought leadership content. 

Juliet Pascall, co-founder at Incling, said: “Generation Alpha is already influencing household decisions and brand perceptions. This study will help our clients get ahead of the curve and build meaningful engagement strategies for the future.”

Emma Coombes, director of client Services at Angelfish Fieldwork, said: “Generation Alpha represents a fascinating and fast-moving audience, and this study is a brilliant opportunity to explore their world in more depth.”