Audience Expertise
generational research: Gen + Life
Classifying someone’s generation by their age is one dimensional.
Understanding generations is no longer enough. Our Gen + Life approach considers both generation and life stage to provide a more accurate and insightful understanding of consumer behavior.
Generations are Linear; People are not
Generations are based solely on age… if you are a certain age, then you get classified into that generation. Everyone assumes that the choices you make and the things you do are then guided by being a part of that generation. To assume that people make choices based solely on their generation couldn’t be further from the truth. Take the Millennial generation, who are 28 to 42 years of age. That’s a big range, with many different life stages within this one generation, for example a person could be:
- Single living alone, starting their full-time career
- Married, working full time with no kids
- Married working part-time with kids in the household
- Living with a significant other, working part-time, no kids
- And others
Each of these life stage differences shape who people are and what they do. And, even though each of those segments we outlined above are still considered Millennials, as a brand you wouldn’t market to each of them in the same way. Our life stages influence needs and behaviors, defining the specific jobs your products need to do. On the other hand, the generation we were born into can shape our beliefs and values. Our approach helps you understand how these factors interplay to bring people in and out of various categories, giving you a holistic perspective to tailor your marketing strategies effectively.
Say Goodbye to Traditional, One-Dimension Generational Analysis!
From our years of experience researching generations, we’ve learned that just focusing on that one dimension means you’re missing part of the puzzle. But, with our Gen + Life approach, we look at consumers through multiple lenses, delving into the intricacies of life stages, giving brands a more holistic perspective of their target audience.
And, armed with these insights brands emerge smarter and can develop highly effective marketing strategies that resonate with consumers on a more personal, relatable level.
Our Cohort Consultants Pave the Way for Success
At C+R, our Gen + Life experts – known as Cohort Consultants – bring years of experience and insight gained from extensive research, surveying and interviewing across generations and life stages. This expertise ensures that we design accurate sample plans, ask the right questions, and deliver insights that truly matter.
Elevate your marketing strategies by leveraging the expertise of our Cohort Consultants who understand the intricate nuances of generational and life stage research. For example, did you know there are some life events that feel like a life stage but really aren’t? Our expertise provides deeper insights that enable you to create more targeted and effective campaigns. Reach out to our Cohort Consultants if you want to learn more!
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