Surveying through the Generations

Surveys have been around for a long time, since the 1800s. They’ve changed a lot since then, and many different factors have shaped their development: new technologies, changing psychological theories, revolutionary ideas, and, most importantly, people. Each new generation brings a new perspective into taking surveys, as well as new notions of how surveys should be. What does that look like, and how do these different generations handle today’s surveys?

The Greatest Generation (1900-1924)

The oldest generation, the Greatest Generation, is sadly almost gone. Only about 30,000 remain from this generation, and as such are difficult to reach for surveys and questionnaires. Because of this, as well as the fact that they are 100 years old or older, means marketers rarely reach out to them. Older people are also less likely to take surveys. According to the European Journal of Ageing, very old people are much less likely to participate in surveys than younger generations. However, the journal also claims that survey participation among these older generations is woefully understudied. 

Some of the Greatest Generation may not have taken a survey until their late 20s or 30s. Using questionnaires for private market research was not around as a concept until the 1930s. Before then, any surveys they would have taken would have been government censuses. Even for many years after that, surveys would have been simple, short, and asked in-person.

The Silent Generation (1925-1945)

Like the Greatest Generation, the Silent Generation is made up of older people who are less likely to take surveys. According to the journal, response rates for questionnaires drop off after 80, meaning that of the Silent Generation, less than a third will fully complete a survey. Part of this may be due to their living situation: like the Greatest Generation, many have health problems that require them to live in care facilities or retirement homes. As such, they are often excluded from surveys, since identity verification becomes difficult. 

However, one thing that is certain about the Silent Generation (and the Greatest Generation, at that) is a lack of technological proficiency. Growing up during the Great Depression and WW2, many did not use computers until at earliest their forties, much less a cell phone. Any surveys they would have taken at a younger age would have been simple mail-in questionnaires or in-person surveys. 

Baby Boomers (1946-1964)

Baby Boomers are a generation that are still very prevalent throughout society. Like generations before them, they were around during the birth of modern market research. However, unlike their parents and grandparents, Baby Boomers are big survey takers. With excellent attention spans and a strong personal drive, many Boomers are able to stick around for the longest surveys offered. 

Additionally, unlike the Silent and Greatest Generations, Baby Boomers do not have the same trouble with technology. While they are certainly not as technologically proficient as younger generations, offering Baby Boomers online surveys is usually not a problem, though they may prefer phone and mail-in surveys. 

Generation X (1965-1979)

Generation X, or the generation of “latchkey kids”, grew up very independent. As such, they tend to be resourceful, self-sufficient, and sometimes a little cynical. This makes them excellent survey-takers, as they give direct and articulate feedback. Being born during the golden age of market research and growing up in an era of economic prosperity, they have a lot of experience in survey-taking and expressing their opinions as consumers.

Additionally, they are the first generation to have real experience with personal computers and the World Wide Web. This means they are very technologically savvy, and have no issue with online surveys. However, many may prefer to have surveys sent to them through email, rather than random pop-ups or social media ads. 

Millennials (1980-1994)

Millennials are a generation defined by their use of technology. They grew up during the most rapid technological development in history, from dial-up internet as children to smartphones as teenagers to artificial intelligence as young adults. As such, they have an excellent grasp on technology, particularly the internet. As such, they not only have no trouble with online surveys, but in fact prefer them to alternative survey options. 

However, this same technological explosion can create issues for this generation. As online surveys became more common and more prominent, response rates started to drop considerably. Millennials were the first to deal with customer satisfaction reviews, post-purchase surveys, and feedback requests, and thus some of the first to experience survey fatigue. This means getting them to take surveys, particularly for a brand or product they don’t know well, can be very difficult.

Zoomers (1995-2014)

Zoomers, or Gen Z, are the opposite of the Baby Boomer generation they are named after. Like Millennials, they grew up in a time of great technological advancement. As such, they are easily the most technologically adept and online proficient generation to date. As masters of social media, they are used to sharing their opinions online, and like their Gen X parents and Millennial siblings, they are more comfortable with online surveys than in-person or mail surveys. However, unlike these older generations, they are less likely to prefer emailed surveys, opting instead for purely online surveys or questionnaires offered through social media. 

Gen Z do have some qualities, however, that can be at odds with market research. A desire for instant gratification and short attention spans means Gen Z have trouble with longer surveys and slow rewards. This can lead to poor responses, speeding through surveys, or not joining the surveys in the first place. Gen Z are also very cautious about their privacy online: if a researcher asks for too much of their personal data, they will drop out of the survey. For Gen Z, online anonymity is everything. 

Generation Alpha (2015-2026)

Generation Alpha is the current generation being born. Unlike all other generations before them, none of them have ever known a time before the internet. For them, technological advancement is practically a part of daily life, and will certainly inform their opinions and approach to survey research in the future. 

While Generation Alpha is still too young to be surveyed for most research, we can draw some conclusions on how they will act in a few years to come. Certainly, they will only opt for online surveys and they will likely have even shorter attention spans than Zoomers. They will also likely become the most adaptable generation to new technological changes and advancements. Thus, switching between research techniques and questionnaire mediums may be no problem. However, with the rise of AI, synthetic respondents, and data scraping, surveys may disappear within the next 10-20 years. Generation Alpha may very well be the last generation to experience surveys.