Custom Research

Nobody explains a generation like the generation itself.

Most research about Gen Z and Gen Alpha is conducted by people who aren't in either generation. An adult with a discussion guide asks a sixteen year old to explain his own life, and the sixteen year old gives the adult the answer that ends the conversation fastest.

Spoelman Group Custom Research, SGCR, works differently. Every researcher we field, the person designing the questions, sitting across from the participants, and presenting the findings, is a trained member of the generation being studied.

01 / PREPARE

Design and train

We build the research instrument around your real question, then train peer researchers to carry it, rather than handing them a generic template.

02 / CONDUCT

Field the research

Trained peer researchers run the interviews, focus groups, and fieldwork inside their own cohort, where people talk differently than they would to an adult holding a clipboard.

03 / PRESENT

Report, in their own words

Findings come back from the same researchers who gathered them, presented directly to your leadership or board, in the room.