Collaborata
COLLABORATA BLOG

 

Michael Wood, founder of 747 Insights, leads the team that's behind "Generation Nation." Now in its second year, “Generation Nation" is the most in-depth generational study ever. Michael has been at the forefront of youth and generational research for more than two decades, first at TRU, the firm that contemporized youth insights, and now at 747 Insights. We recently sat down with Michael to learn more about last year's release of "Generation Nation" and what’s in store for later this year.

 

Is it too early to begin to form a clear picture about Gen Z?

Granted, they’re young and still developing but we’re already starting to see evidence of what this generation is going to be like as adults and the impact that they’ll have on society. For starters, they are the most diverse generation to date. They truly are the most accepting of diversity  -- in fact, it’s simply normal to them -- and they challenge deep-seated social...


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How long do you want to live? While the answer to this question may seem aspirational, for those of us who do want to spend as long on earth as possible, there are plenty of things we can do to give us a better shot at living to a ripe old age. Is longevity a goal of yours? Specifically, how important is it for you to reach 100? I’m guessing your initial reaction is something like, “Sure, I’d like to live to be 100, but…”

If you’re like most people we’ve spoken with about this question, you’d have some key conditions that would need to be met in order for you to want to live that long. To be blunt, living to 100 could actually be horrible, depending on health and other factors. On the other hand, becoming a centenarian could be pretty amazing.

The recently released study, “Hacking Longevity,” led by Lori Bitter of The Business of Aging, revealed how three generations of Americans (Gen X, Boomers and Silents)...


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The following insights come from “Corporate Researchers Speak: How to Engage and Sell Us,” the first-ever qualitative deep dive into research clients’ path to purchase. This study, which will be released next month, was conducted by David Harris from Insight & Measurement, together with partners from Aha, Reality Check, and Inqui. The study was successfully funded on Collaborata, where it is now available for purchase.

 

If you’re like most research suppliers, you think you already “get” how to be help your clients and what matters to them. After all, your company is already successfully serving clients. But, as the learnings from “Corporate Researchers Speak” show, clients rarely share with you what really drives them. (And, what drives them crazy!)

As a researcher, you strive to gain an empathetic understanding of your clients’ consumers. By being an empathetic research partner, you’ll solve more problems...


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Volumes of research have been written about Millennials, with much more to come as this giant group transforms adulthood. And as of late, Gen Z is having its time in the spotlight. Baby Boomers, many of whom are in the midst of retiring, are also getting plenty of attention from researchers, particularly in the field of aging and longevity. (Sorry Boomers, you're getting old!) But what about Gen X? Why is this generation too often squeezed out of the conversation?

It doesn’t help being sandwiched between two large and flashy generations. Paul Taylor and George Gao of Pew recently summarized Gen X’s struggle to stand out of the crowd: “In most of the ways we take stock of generations— their racial and ethnic makeup; their political, social and religious values; their economic and educational circumstances; their technology usage – Gen Xers are a low-slung, straight-line bridge between two noisy behemoths.”

But even if this group isn’t as...


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For someone who has spent the last three decades studying and advocating for youth, I’ve been a real fish out of water lately, immersed in learning about the aging population, often referred to as the “Longevity Economy.” And, as someone who for several years now has spent a special part of each day visiting his parents and other residents at a memory-care home, I’ve been personally invested (like so many Boomers) in the quality of my parents’ end of life. So, with that as personal grounding, I’ve embraced my newfound role as a student of this lifestage. And, I can’t help but imagine how it can and should change for my generation and those that follow.

One of the most exciting parts about working at Collaborata is whom I get to meet -- experts in areas way outside of my “youth comfort zone.” Lori Bitter is at the top of the list. I’ve been privileged over the past few months by the truly mind-expanding experience of...


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Recent Posts
Q&A with Michael Wood | Co-Founder and CEO of 747 Insights
Is a Long Life Overrated?
The Psychology of Your Corporate Research Client
Gen X Needs a Hug
Aging Youth Guy Inspired to ‘Hack Longevity’