Research Among Generation X
25 Jan 2021

Research Among Generation X

Compared to other generations, marketers tend to ignore Generation X. Should companies focus on this cohort? Can this group be a profitable opportunity? What do marketers need to know about this audience? What is the best way to research Generation X?

This article is the second installment in a five-part article series on generational research by Provoke Insights.

Born between 1965 to 1980, the US population of Gen Xers is much smaller than other generations due to lower birth rates. Two historic events caused this slow-down in having children:

  1. During this period, many men were serving their country in the Vietnam War. 
  2. Also, more women were entering the workforce for the first time. 
As a result, Baby Boomers and Millennials are significantly larger generations than the Xers.  

The initial glance at this audience may seem less appealing than other generations due to its smaller size. However, as several brands overlook this generation, it poses an advantage for others. Less competition can mean more opportunity! A great example of this is Charles Schwab. While most of the banking world was eager to reach millennials and Baby Boomers, Charles Schwab made the strategic decision to go after Generation X and found success with them.

Generation X grew up in the 1980s and 1990s. Significant events such as the first woman judge appointed to the Supreme Court, the Challenger exploding, the invention of the personal home computer, the Monica Lewinsky scandal, and the OJ Simpson trial have shaped their perspectives.

Famous Generation Xers include Adam Sandler, Corey Booker, Tiger Woods, Molly Ringwald, Jeff Bezos, Gwen Stefani, and Jennifer Lopez.
Compared to Baby Boomers and Millennials, this group is highly educated and more often money-driven.

However, as many Generation X have school children now, they have been more inclined to stay home during the Pandemic. Many are still working, they have shifted from the corporate world to a Zoom workplace.1

Generation X is a hybrid of Baby Boomers and Millennials; they like to shop in-store and purchase products online.

If you are thinking about targeting this generation, it is key to size the market beforehand. As most brands will only want to reach a specific portion of Generation Xers, you need to make sure the group is sizable enough to warrant the investment. Survey research is a great way to determine “who” in Generation X is interested in your product, and using secondary research, you can estimate the population of that group.

Interested in learning more about the other generations? Check out our article researching Baby Boomers here.


Are you interested in our market research capabilities? Find more information here or email us at [email protected]

Finally, read some of our past case studies here:

  1. Annual Ad Testing Campaign for OTC Drug Company
  2. Jewelers of America: Mixed Methodology Market Research Study
  3. Brand Strategy Research for a Rental Truck Company


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