In May 2024, MKOR partnered with UP Generation to explore the aspirations and expectations of Romanian youth regarding education and career orientation.

This research utilized agile research, a new and dynamic service offered by MKOR.

The study revealed that 72% of young people in Romania seek more than what traditional schools and universities offer. They desire pragmatic educational programs, focused on real-world case studies and practical knowledge that prepares them for the workforce.

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What Romanian Youth Want: Personal Development and Career Preparation

MKOR’s study for UP Generation highlighted that Romanian youth prefer learning programs that emphasize practical examples, exercises, and real-life scenarios.

The skills they want to improve are diverse, with significant interest in financial education (37%), public speaking (36%), and marketing and communication (28%).

Overall, they show strong interest in business-oriented domains, such as leadership and management (25%) and entrepreneurial education (22%).

Technology and innovation are also appealing, with many respondents reflecting current trends in the job market. Young people are particularly interested in developing empathy and emotional intelligence (24%), while more males focus on technology (30%), including artificial intelligence (AI).

Areas like sales and negotiation are among the most desired, showing the youth’s drive to acquire practical skills applicable in their professional lives.

When asked about the key changes they seek in life to feel fulfilled, 14% pointed to financial stability, and 12% focused on education and learning.

A considerable number of youth are searching for career flexibility, with many willing to switch jobs or industries to secure higher salaries and better work flexibility. However, 6% believe that social skills and self-confidence are key to achieving life satisfaction.

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The Benefits of Behavioral and Attitudinal Studies in Understanding Youth Expectations on Education and Career:

1. Aligning Educational Programs with the Real Needs of Youth

The MKOR study for UP Generation clearly highlights the preferences of young people for educational programs that are practical and focused on real-life scenarios. This valuable insight enables educational developers to tailor their offerings to better meet the needs and aspirations of today’s youth.

2. Developing Effective Communication Strategies

Understanding the motivations and concerns of youth regarding education and career allows organizations to craft more targeted, relevant messaging and marketing campaigns. These strategies will resonate deeply with the values and ambitions of young people, leading to better engagement.

3. Creating Customized Educational Programs

The data collected from the study allows for the customization of educational programs to meet the specific needs of various youth segments, thus increasing both the relevance and appeal of the offered programs.

4. Identifying Growth Opportunities

The study provides concrete insights into youth trends and preferences, helping organizations to identify new development opportunities for programs and initiatives that address market demands effectively.

5. Improving Retention and Participant Satisfaction

By deeply understanding youth expectations, organizations can create effective strategies to boost the satisfaction and loyalty of participants toward the offered programs.

Through this agile study, UP Generation gained valuable insights that not only contributed to adapting and improving its educational programs but also empowered them to develop more targeted and effective communication strategies, ensuring the success of their initiatives in the long term.

If you want to gain similar insights for your project, MKOR can help you understand and meet the needs of your target audience.

Research Objectives

The objectives of this project were centered around understanding the personal development needs of Gen Z youth:

  • Interest Level: To gauge their level of interest in programs that enhance personal, professional, or business skills.
  • Motivation: To understand the key factors driving them to join such programs, focusing on areas like growth, personal impact, and life change.

About the Research

The UP Generation study was conducted online in May 2024, using MKOR’s panel of respondents.

  • Market: Romania
  • Target Group: Youth aged 16-24
  • Research Methods: Online opinion surveys (CAWI)
  • Other Relevant Methodological Insights: The study covered young people from all key development regions in the country.

Up Generation Testimonial

The No. 1 company in market research studies in Romania, and for me, there is no better. I admit that I have previously intersected with other market research companies, but none compare to MKOR. You are simply exceptional! And I especially love your passion for your field. I congratulate you for delivering solutions and presenting your work with such excellence.

The positive experiences I’ve had with MKOR—the proposed methodology, the professional approach (from the offer to communication), the quality of advice received during the offer stage—all convinced me to choose to work with you.

What I appreciated most about our collaboration was the way you paid attention to the client, ensuring that the entire need was met, and you delivered beyond expectations. Your care for detail was impeccable. The presentations were easy to understand and well-structured. And the video in which Cori presented the final results was yet another proof of your exemplary work. Bravo to you!

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Monica Florea, Founder & Owner Up Generation

About UP Generation

UP Generation is a project developed by Monica Florea, designed with three distinct levels: Life Skills Pro, a life skills development program for young people aged 16 to 25; Business Pro, a career and business-focused program for individuals aged 20 and over; and a program specialized in launching personal businesses for those over 23, as part of the Dezvolio initiative.

The Life Skills Pro program at UP Generation is held offline in Bucharest over a 6-month period. It includes 10 weekly meetings and 12 one-on-one mentoring sessions. The primary goal is to equip young participants with essential life skills to align their career paths with their inner aspirations.

Cori Cimpoca, founder of MKOR, is one of the dedicated mentors involved in the program. She shared her insights with the participants on how to make career decisions, whether to pursue further education, and the importance of marketing in professional life.

Contact Us for Your Project

Do you know what motivates your customers’ decisions when it comes to choosing your brand?

Are you aware of your clients’ experiences with your products and services?

Or maybe you want to understand your employees’ preferences and needs better?

If you need accurate data, we can help you get fast, actionable insights for your business through Agile Research.

Agile Research is a flexible market research service that allows you to ask 3-5 specific questions and gain access to a nationally representative sample. It could be the perfect starting point for developing a long-term partnership with MKOR.

How do you know if you need Agile Research?

  • You only have a few key questions and need fast answers to make informed decisions.
  • You want to quickly validate a product or service idea.
  • You need precise data to improve your marketing campaign.

MKOR Agile Research is ideal for entrepreneurs in Retail, FMCG, Financial Services, Healthcare, Technology, and Production who need fast and precise data to make smart decisions.

How Does the Agile Research Process Work with MKOR?

  • You provide your questions, and we help refine them to match your research objectives.
  • We apply your questions to a panel of over 74,000 respondents.
  • We analyze the data and deliver the research results in an easy-to-understand format.

Our MKOR consultants will ensure we select the right methodology for your research project and deliver results that exceed your expectations.

We’re just a video call away. Let’s talk! 😊