5 Ways Multigenerational Households Impact Market Research


Do you know somebody who lives under the same roof with their adult children? Or their elderly parents? Or their grandchildren? Or maybe all of the above? Chances are good that you do, since it’s a part of growing trend of multigenerational households in the U.S.

This is a post I wrote for The Research Bunker Blog about multigenerational households and their impact on market research. The snark content is lower than what you’ll usually find here, but the post is still loaded with creamy marketing goodness.

The Research Bunker

As market researchers, we in the Research Bunker are always interested in changes in the way people live. Those changes will invariably have an impact on their behavior as consumers and on our approaches to researching them. One trend that has been evident for about a decade and appears to be picking up steam is the rise of multigenerational households.

The U.S. Census Bureau has defined multigenerational households as family households consisting of three or more generations.  In a Community Survey Brief published in 2012, the Census Bureau outlined three main types of multigenerational households as follows:

  1. Includes a householder, a parent or parent-in-law of the householder, and a child of the householder.
  2. Includes a householder, a child of the householder, and a grandchild of the householder.
  3. Includes a householder, a parent or parent-in-law of the householder, a child of the householder, and a grandchild of the householder.

View original post 714 more words

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