Generation Alpha: born after 2010
Generation Z: born between 1997 and 2012
Millennials: born between 1981 and 1996
Generation X: born between 1965 and 1980
Baby Boomers: born between 1946 and 1964
"Generational marketing is a strategic approach that involves segmenting audiences by age groups and targeting them based on the values and experiences that resonate with their generational cohort."
Sprout Social. (n.d.). The generational marketing playbook: How to engage every age group on social.
https://sproutsocial.com/insights/guides/
generational-marketing/.
"Consumer research is done with the intention of understanding the needs or behaviors of a particular group in order to define who to best market a product or service to, also known as identifying a target market" (Burclaff, 2024).
You can group customers by: age/generation, geography, values, lifestyle, and other factors. Attitudes, habits and preferences are generally collected via interviews, surveys, polling, focus groups, and by other means. Ideas for finding information about a specific consumer group:
Consumer demographics can be categorized by:
Burclaff, Natalie. (2024, February 23). Doing Consumer Research: A Resource Guide. Library of Congress. https://guides.loc.gov/consumer-research/.
The additional databases and resources below will help you to better understand a customer base:
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