Generation Z (Gen Z) is the young generation born between the mid-1990s and 2010s. Currently, they enter the market, starting their first jobs. Therefore, managers need to shape the company workplace environment to encourage young employees to work efficiently and for them to connect their future with the company. Only then will both managers and employees share mutual satisfaction from collaboration and aim at the common target, which should be the prosperity of the company. The book you are holding presents research results and techniques for ana-lysing working expectations and needs of Gen Z. The analyses were made in various countries of Europe: The Czech Republic, Latvia, Poland, Portugal. The book describes the analysis of motivation of Gen Z from Europe since we are Europe-based. However, the methods described in the book can be easily applied, without alteration, to the North America region. There-fore, the material in the book can be treated as a case study or an example of how to organise such research. The methods are fairly general and can be adjusted to other similar studies.