TITLE OF PROJECT – Generation Z: Understanding preferred methods of communication 



The University of Worcester engages in a wide range of research which seeks to provide greater understanding of the world around us, to contribute to improved human health and well-being and to provide answers to social, economic and environmental problems.  

We would like to invite you to take part in one of our research projects.  As a member of Generation Z (those born between 1996 to date, the first generation to have instant access to the internet from a very young age) by participating in this online survey, you will be answering a variety of open-ended questions in addition to some ranking questions. Before you decide whether to take part, it is important that you understand why the research is being done, what it will involve for you, what information we will ask from you, and what we will do with that information.  

As part of this MOOC you will have been undertaking a variety of tasks related to social media and interacting with the internet.  As you have completed the MOOC we would like to invite you to take part in a short online questionnaire regarding ‘Understanding Generation Z’s preferred methods of communication’.  However, before you decide whether to take part it is important that you understand why the research is being done and what it will involve. Please take time to read the following information carefully and ask the lead researcher (Gill Renfree g.renfree@worc.ac.uk) if you have any questions.  

What is the purpose of the study? 

  1. To investigate Generation Z’s preferred methods of communication
  2. To understand the rationale behind communication preferences

Who is undertaking the research? 

Gill Renfree – Lead Researcher (g.renfree@worc.ac.uk

Vanessa Jones – Second Researcher (v.jones@worc.ac.uk)  

Beth Burgess – Research Assistant (beth.burgess@worc.ac.uk

Hebe Schaillee – Third Researcher (Hebe.Schaillee@vub.be)  

Inge Derom – Forth Researcher (Inge.Derom@vub.be)  

Lucy Rist – Fifth Researcher (lucy@girlsinsport.se)  

Who has oversight of the research? 

The research has been approved by the Research Ethics Panel for the College of Business, Psychology and Sport in line with the University’s Research Ethics Policy. The University of Worcester acts as the “Data Controller” for personal data collected through its research projects & is subject to the General Data Protection Regulation 2016. We are registered with the Information Commissioner’s Office and our Data Protection Officer is Helen Johnstone (infoassurance@worc.ac.uk). For more on our approach to Information Assurance and Security visit:  https://www.worcester.ac.uk/informationassurance/index.html 

Why are you being invited to take part? 

You are being invited to participate because you are a member of Generation Z (also known as the iGeneration, the Plurals or Generation Next are those born between 1996 to date and are the first generation to have instant access to the internet from a very young age) and have participated with the GETZ Project’s Massive Open Online Course (MOOC). We are hoping to recruit as many MOOC participants as possible for this study to provide an insight into preferred methods of communication.  Participation in this study is completely voluntary.  If you decide that you do not wish to participate, then do not complete the questionnaire. Please be aware that once the data has been submitted it cannot be removed from the research, you are reminded of this clause prior to submitting your data. 

Do I have to take part? 

No, it is up to you to decide whether or not you want to take part in this study. You can decide not to take part or to withdraw from the study when completing the online survey. However, once you have submitted your data, you will not be able to withdraw from the study. If you do decide to take part you will be asked to sign a consent form.  

What will happen if you agree to take part? 

If you agree to take part, you will be provided with access to an online survey which should take approximately 5-10 minutes of your time. If you do not feel comfortable answering any of the questions you are able to leave the answer blank or you can withdraw from the study by not submitting your data.  

Are there any disadvantages risks to taking part? 

No, due to the nature of the study, the participants are unlikely to be exposed to any risks or psychological discomfort. If you do experience any degree of discomfort at any stage then you do not submit your data. 

Will the information I give stay confidential? 

No names, organisations or contact details are being asked for as part of this online survey therefore it is completely confidential and all participants will remain anonymous. Only the lead researcher will have access to the raw data collected. This is in line with the University of Worcester Data Protection Policy, GDPR, and Data Protection Act 1998. The data will be preserved for a minimum of 10 years. 

What will happen to the results of the research study? 

Your information along with information gathered from other participants in the research project will be used to seek new knowledge and understanding that can be derived from the information we have gathered. The researchers aim to publish the findings from this study in a peer- reviewed academic journal. 

Thank you for taking the time to read this information! 

What happens next? 

If you decide to take part, please click on the following link: 


If you have any questions, concerns or complaints about this study please contact the lead researcher Gill Renfree on g.renfree@worc.ac.uk  If you wish to make contact about the research and do not wish to communicate with the researcher directly you can email Karen Dobson in the University of Worcester Research School on k.dobson@worc.ac.uk  

If you would like to speak to an independent person who is not a member of the research team, please contact Karen Dobson at the University of Worcester, using the following details: 

Karen Dobson, Secretary to Research Ethics Panel for College of Business, Psychology and Sport, University of Worcester, Henwick Grove, Worcester, WR2 6AJ, ethics@worc.ac.uk