Not Your Mother's is a popular, affordable hair care brand known for product lines like Curl Talk and Naturals. Widely available at Target, Walmart, and drugstores nationwide, the brand has built a loyal Gen Z following by celebrating every hair type and texture.

Like many consumer brands today, they knew their audience — but they wanted to hear directly from them. Specifically, they wanted honest Gen Z brand perception and consumer feedback, fast.

The Challenge: How Do You Get Authentic Gen Z Consumer Insights Quickly?

Not Your Mother's goal was clear: understand how Gen Z consumers perceive and connect with the brand — without the weeks-long timelines and high costs of traditional market research.

They needed a faster, smarter way to tap into Gen Z's mindset and get actionable brand feedback from real students.

The Solution: A microGIG for Rapid Consumer Research

Not Your Mother's turned to Home From College's newest product: the microGIG.

A microGIG is a lightning-fast, targeted task that connects brands directly with verified Gen Z students for quick surveys, feedback, and research. Unlike a full GIG program, a microGIG launches in minutes and delivers real responses almost instantly — making it one of the fastest ways for consumer brands to collect authentic Gen Z insights.

Not Your Mother's launched a survey microGIG through H\FC, asking Gen Z students to share their honest perceptions, thoughts, and feelings about the brand. No lengthy setup. No third-party panels. Just real students, real opinions, at the speed brands need today.

The Outcomes: 50 Responses in 8 Minutes

50 verified Gen Z survey respondents collected
Completed in just 8 minutes
Real-time Gen Z brand sentiment and consumer insights delivered same day

The Takeaway: Fast Gen Z Market Research Is Here

The Not Your Mother's microGIG proves that brands no longer need weeks of planning or a big research budget to understand what Gen Z thinks about them. With microGIGs on Home From College, consumer brands can run fast, authentic Gen Z research — and get the insights they need to move with confidence.

Want to know what Gen Z really thinks about your brand? A microGIG gets you there in minutes.

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How Not Your Mother's Got Insights from 50 Gen Z Consumers in 8 Minutes

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University of Illinois at Urbana-Champaign

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