Generation Nation 2020: What's Real and What Matters About Gen Z, Millenials, Xers & Boomers

In this time of great political, cultural and technological change, brands need to clearly understand how consumers themselves are changing. Generational (as well as lifestage) distinctions and commonalities tell a valuable story, enabling brands to anticipate what’s next. But these differences tell only part of the story. “Generation Nation 2020” shows where generation intersects with lifestage. And, by examining the unique dynamics of your category, you’ll see opportunities to more resonantly connect with your own consumer of today and tomorrow.


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Generational insights are often misappropriated, confused, and under-leveraged. "Generation Nation" demystifies generational and lifestage differences and traits and why they matter. The result: clear, actionable insights to connect with Gen Z, Millennials, Gen X, and Boomers.

Join other leading brands and organizations in sponsoring the third iteration of “Generation Nation,” as it builds and expands upon the first two years’ learning to unveil new, transformative generational insights.

Whether you’re focusing on Gen Z or Gen X, Millennials or Boomers, in order to truly understand any one of these powerful cohorts, you need to do so within the context of all four.


  • Anticipate trends through fresh, relevant insights into these four cohorts
  • Understand where lifestage intersects with generation and whom you should target (and why)
  • Dive deeply into the core influences of Brand Role; Media & Influencers; and Omnichannel Behavior
  • Filter all this data by your category data, including: Fashion & Apparel; Beauty & Personal Care; Financial Services; Food & Beverage; and Mobility
  • Provide thought-leadership fodder for your senior management team


America is changing profoundly and quickly. Generational traits are shifting, too -- and at a faster pace than ever before. To anticipate change and to meaningfully connect with one or more of these four generations, brands need to fully grasp what's real and what matters. You'll be surprised. No study does this better -- with greater richness, nuance and actionability -- 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.

Over the past three years, “Generation Nation” has become the most innovative and strategic look at how consumers are changing and how to get out ahead of and harness this change.

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 74

Geography: US Only; Approximates national population distribution

Quantitative Design

Number of Interviews: 10000

Interview Length: 30 minutes

How Sample will be Segmented:

10,000 total respondents -- 2,500 representing each of the four covered cohorts:

• Gen Z (Ages 13 to 22)
• Millennials (Ages 23 to 38)
• Generation X (Ages 39 to 54)
• Boomers (Ages 55-73)

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 74

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 project price, except for travel expenses, billed at cost) by generational expert and thought leader Michael Wood

• Insightful, compelling art-directed reporting 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)

Funding Timeline (once project is approved): 30 days

Timing: Available Immediately


Company: 747 Insights and Quester

Previous Projects: 3


Supplier's Qualifications:

This project is co-led by the generational experts from 747 Insights and and the full-service research team from Quester.

747 INSIGHTS is a boutique insights agency with unrivaled expertise in generational cohorts. Michael Wood, principal of 747, was a former senior leader at TRU, the firm that contemporized youth insights. A heralded speaker and thought leader, Michael has presented to leading brands and organizations throughout the world. This is the third year that Michael as served as the audience expert of “Generation Nation,” working closely with Collaborata and partnering with Quester in executing this project.

QUESTER leads the research team for this project, while bringing its unique proprietary technology and sophisticated analysis and reporting talents to this third iteration of “Generation Nation.” True pioneers in the field of marketing research, Quester creates deep conversations with consumers by leveraging artificial intelligence. This will be Quester’s second year leading this project. Company President Tim Hoskins is personally heading up Quester’s work on “Generation Nation.”

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

Supplier's Team:

Michael Wood, 747 Insights (subject-matter expert & presenter)
Tim Hoskins, Quester (research lead)
Ben Graham, Collaborata
Andrea Joss, Quester
Peter Zollo, Collaborata
Oliver Pangborn, Pangborn Design


-- Category deep-dive add-ons: $5,000 each or 2 for $7,500

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