Gen Y

As the children of Baby Boomers attend college and enter the working world in ever larger numbers, understanding their needs and desires is crucial. Any research firm can tell you that young adults are notorious for being the most difficult segment of the population to research.  We can tell you that experience is everything.

We’ve profiled and segmented diverse Gen Y customer bases for some of the nation’s biggest brands, from Taco Bell to Sony to DirecTV. We’ve built proprietary, customized methodologies to target and connect with Gen Y adults and gather insights into what makes this savvy, skeptical group of consumers tick. We’ve also spent thousands of hours listening to and learning about the tastes of university students through extensive work for brands such as Nintendo, Helio, and Whole Foods.

Recently we helped Roxy, a major women’s apparel brand, survey young women on college campuses throughout the country during their Roxy “Get Outside” Bus Tour. And our study for Hotels.com—cited in The New York Times and the San Francisco Chronicle, among other prestige outlets— turned on its head the notion that all college-age students have a Girls (or Guys) Gone Wild mentality about spring break. 

As Millennials begin to make their mark on the world, Kelton has the experience and the tools to help you track the rapidly evolving needs of this unique and dynamic consumer segment.