GENERATIONAL RESEARCH
“It’s obvious that Underwood has taken a great deal of time doing research.” Sacramento National Conference, State Dental Associations |
“Your generational research study for us has been very helpful in directing our planners and marketing people. We will incorporate the findings not only in the creation of tours, but also in how we talk about travel experiences in brochures and ad copy. Thank you!” Denver Scott Nisbet, CEO - Group Voyagers Travel |  |
American business has arrived at a pivotal moment.
With four distinct generations active in, and critical to, the marketplace and workplace, a new wave of generationally-designed research is now essential in many, MANY, industries.
Generationally-designed research studies are different from traditional demographic and psychographic studies.
Chuck Underwood has designed and managed generational research studies for clients in retail, architecture and engineering, the trade-show industry, soft-drink, consumer packaged goods, insurance, and the healthcare industry, among others. Some studies focused upon the marketplace, others upon the workplace. And always, the findings revealed vital and original insights that demographic and psychographic studies would probably have missed.
Chuck says: “In TGI's generational research, the all-important Discussion Guides in qualitative research - and the Questionnaires in quantitative projects - are guided by 23 years of generational research and are designed to capture the influence of generation-specific core values on consumer decisions, career choices, and lifestyle preferences.
"We include generational dynamics in the creation of the Discussion Guides and Questionnaires. We identify specific questions that are ripe for deeper probes, based upon known generational influences. And having been formally trained by The Burke Institute in qualitative methodology and focus-group moderating, I also moderate the groups myself.
"Generational study provides upfront guidance to the entire research project. The consistent result? Extra-rich findings.”
To contact TGI about Generational Research:
PH: 937.247.1123 (Ohio)