Think Locally To Reach Generations Globally
Why "Gen X" Isn't A Global Concept
May 14, 2009
Why Read This Report
Terms like Generation X and Boomers are used widely to describe the behavior and needs of a group of people that are born in a certain time period. These generations are defined by a similar development path and have shared experiences, which result in common attitudes and behaviors. But groupings like Generation X can't be used globally. Factors like economic and political systems, traditions, and culture influence consumers' experiences and result in different generational groups. When conducting global research, market research professionals need to understand the factors that influence the generations in each country surveyed in order to translate global research results into actionable insights for global product and brand managers.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Watch Out For The Landmine Of B2B Online Research
April 17, 2009 | Brad Bortner
Four-Fifths Of European Net Users Have Cut Their Spending In The Past Year
March 10, 2009 | Alexander Hesse
Market Research Online Communities Gain Visibility And Uptake
October 7, 2009 | Tamara Barber