Graduate paper entitled as "Techniques and tools of consumer satisfaction survey with an emphasis on “Z” generation" is conceived in two parts. The first part of the paper presents the basic theoretical definitions about the "Z" generation in general and the concepts of customer, user and consumer. Furthermore, the most important certain consumer satisfactions are expressed, pointing out the specifics of those consumers who belong to the "Z" generation. In addition, there are determined the statements and importances of market research in general and in today's world, i.e. within modern business. Special attention was paid to the examination of value for consumers, and thus to the examination of consumers on satisfaction (meaning the measurement of the performance of characteristics of satisfaction, the presentation of the results of performance of characteristics and satisfaction and the consumer satisfaction index). The most well-known techniques of pleasure research are described, and they are: the laddering technique, the technique grand tour, the critical incident technique. The decree on certain tools and techniques requires the same relations according to research among members of the "Z" generation, so the case study of the company Peekator showed ways of market research. The company is presented in general and all the techniques and tools it uses in ad hoc research, taking into account all the specifics of the modern globalized world. Mystery shopper techniques and exit surveys are especially highlighted. And as a specificity of research among the "Z" generation is the platform for mobile research that the company has patented and the same clients are increasingly looking for.