Generation Nation 2019: Defining America’s Gen Z, Millennials, Gen X and Boomers

In a time of profound political, cultural, and technological change, the need for brands to truly understand generations of consumers is more critical than ever. Introducing "Generation Nation," the second wave of the most in-depth generational study ever. Whether you target by age, lifestage, or generation, this study -- now enhanced with qualitative "deep dives" -- gives you a rich, intimate portrait of your consumer.


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What are the distinguishing values of Gen Z, Millennials, Gen X and Boomers today? And how does understanding the similarities, differences, and changes affect how and what you say to consumers?

Join other leading brands and organizations in sponsoring the second-annual wave of “Generation Nation,” as it unveils new, transformative generational insights. After all, to truly understand any one of these powerful cohorts, you need to do so within the context of making sense of all four.


  • Confirm or debunk commonly held perceptions of these four cohorts
  • Deeply understand the fundamental values that drive these four generations -- to allow you to better connect and communicate with your target
  • Track changes from one year ago and articulate the importance of those changes
  • Expand upon current intelligence about these four cohorts, cutting to the core of what it means to be an American in 2019


There’s no doubt that America is changing in profound ways. Generational values are shifting, too, at a faster pace than we've ever seen. To better connect with one or more of these four generations, brands need to fully grasp how and why Americans' values are changing. You'll be surprised. No study does this better -- with great richness and nuance -- than "Generation Nation."

To serve and succeed with one or more of these four cohorts -- Gen Z, Millennials, Gen X, and Boomers, you'll need the deepest, most current insights. Now, each year, this study tracks the impact of change, to give you the consumer intelligence to be fresh and relevant for your target today and tomorrow.

Only “Generation Nation” provides this scope of generational insight. Now tracked annually!

Methodology: Qualitative/Quantitative

Design Rationale:

A primary goal of this research is to understand each of these cohorts more insightfully within the context of all four generations. Significant "pre" qualitative experience has informed the questionnaire and the analysis. And, a new artificial-intelligence-powered qualitative component has been added. This study has been designed to be repeated and expanded annually through Collaborata.


In addition to a robust quantitative study, this research leverages Quester’s proprietary "chatbot moderator" driven by artificial intelligence, revealing rich qualitative context, interwoven with the quantitative insights. Analysts will combine the quantitative data, “quantified” linguistic analysis on consumer language, and generational expertise to tell a rich and compelling story about each of these four generations.

Qualitative Design

Qualitative Research Target

Gender: 50% Male, 50% Female

Ethnicity: Approximates national population distribution

Ages: 13 to 72

Geography: US Only; Approximates national population distribution

Quantitative Design

Number of Interviews: 4000

Interview Length: 30 minutes

How Sample will be Segmented:

4,000 total respondents -- 1,000 representing each of the four covered cohorts:

The age-range below reflects age when survey was taken.

• Gen Z (Ages 13 to 21, 1997-2015)
• Millennials (Ages 22 to 36, 1981-1996)
• Generation X (Ages 37 to 52, 1965-1980)
• Boomers (Ages 53-72, 1946-1964)

Sample Source:

The sample will be supplied by Quester’s trusted partners.

Quantitative Research Target

Gender: 50% Male, 50% Female

Ethnicity: Approximates national population distribution

Ages: 13 to 72

Geography: US Only; Approximates national population distribution


Reporting: Formal Report

Presentation: In-person

Cost for individual on-site presentation:

Additional Deliverables:

• Executive Summary & Analysis

• Smart, lively in-person presentation of key findings delivered at your site (included in price, except for travel expenses, billed at cost) by expert Michael Wood

• Insightful, compelling art-directed report from the former TRU team now collaborating at 747 Insights, Collaborata, and Pangborn Design

• Data and reporting delivered through an exclusive Collaborata portal on KnowledgeHound, allowing your full team ready access to all deliverables and the ability to easily search and visualize the data (training offered by KnowledgeHound and Collaborata)

Timing: Available Immediately


Company: 747 Insights and Quester

Previous Projects: 3


Supplier's Qualifications:

This project is led by generational experts from 747 Insights and Quester.

747 INSIGHTS is a boutique research firm that helps businesses, associations, and educational institutions better understand and make meaningful connections with their constituents. They bring a unique depth of generational expertise to this project based on their vast experience leading qualitative and quantitative research projects and consulting with the world’s leading brands and organizations across numerous product and service categories.

QUESTER brings its unique and valuable proprietary technology and sophisticated analysis and reporting talents to benefit this second wave of "Generation Nation." True pioneers in the field of marketing research, Quester creates deep conversations with consumers where the qualitative is driven by artificial intelligence. Their curiosity drives them to dig deep into the heart, mind, and soul of consumers, to move beyond data points to real depth. Their rich “qualitative-at-scale” component is an invaluable addition to the project.

Peter Zollo and Ben Graham from Collaborata consulted with the team on study design, scope and analysis.

Supplier's Team:

Michael Wood, 747 Insights (research lead and presenter)
Tim Hoskins, Quester
Ben Graham, Collaborata
Andrea Joss, Quester
Peter Zollo, Collaborata
Oliver Pangborn, Pangborn Design


• Subscribe for two years and receive 10% off each year

• Subscribe to “Generation Nation” and “Hacking Longevity” and receive 10% off each study

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Lead researcher Michael Wood recently sat down with us for a brief Q&A. You can check out our discussion <a href=>here</a>