In this project, my group and I leveraged Qualtrics to design and conduct comprehensive market research focused on understanding Gen Z’s perspectives on corporate social responsibility (CSR) and environmental issues. Our goal was to help CarMax identify opportunities to align their brand values with the priorities of this influential demographic.

We crafted targeted surveys and polls that collected both demographic data and in-depth responses on Gen Z’s social issue priorities, brand perception, and how these factors impact their purchasing decisions. Through detailed univariate and bivariate analyses, we uncovered key insights about which CSR initiatives resonate most and how CarMax’s current efforts could be enhanced to build stronger connections with younger consumers.

These findings provide CarMax with a data-driven foundation to refine their CSR strategies, improve brand authenticity, and ultimately increase engagement and loyalty among Gen Z customers.