Client Research: Generational Study

Who’s this for? Any company or individual who needs to understand American consumers, employees, clients, customers, bosses, subordinates, voters, or other population segments along generational lines.

What’s the key? If you want to know your customers better… or connect more accurately with your target markets… or understand your employees better… then customized generational research might be the best first step towards achieving your goal.

Why is it "imperative"? Generational core values and attitudes exert enormous influence on individual lifestyle decisions, career choices, and consumer preferences. So you must understand the generational influences on these decisions. And you must include generational values and influences in the upfront design of your research project.

Client Research Services

TGI founder and President Chuck Underwood is formally trained in qualitative research and focus-group moderating. He has conducted research studies and moderated focus groups for such giants as Procter & Gamble, Coca Cola, Eli Lilly, Globus and Cosmos Travel, Western-Southern Life Insurance, and many others.

Here’s a case study of how this can work:

Chuck presented a seminar on generational marketing for some seventy senior marketing executives in the Denver area. One of the audience members was the Marketing Director of Globus and Cosmos Travel. After the speech, the Marketing Director asked Chuck to return to Denver a couple of weeks later to give the same presentation to his staff. That presentation revealed the need to focus-group the company’s target generation. Chuck worked with Globus and Cosmos to design the generational research study in multiple cities and states, and the findings guided Globus and Cosmos’ future product development, marketing, and ad copy.

TGI will work with you to:

• Strategically design your research study

• Develop the respondent screener and discussion guide

• Field-manage the project

• Write the Final Report

• Present the findings to your team

• Add Chuck Underwood’s own generational knowledge to his interpretations

© 2006 The Generational Imperative, Inc. All rights reserved. 

Media Archive  Site Map

"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!" (6 months later): "Your work with us continues to shape what we do here. Business is picking up… finally."

Denver
Escorted Group Tour travel corporation

"It's obvious that Underwood has taken a great deal of time doing research."

Sacramento
National conference of state dental associations

"Absolutely a great speaker with a deep and well-researched insight and knowledge in strategies of generational marketing."

Cincinnati
Paid-admission seminar

"The instructor is obviously an expert on his topic."

Palm Springs, CA
California Professional Firefighters