METHODOLOGY
THE FITH FORMULA
The forces that form us
•
The cultures that move us
•
The communities that hold us
•
For the brands that earn us
Gen X.
That's the starting point, not the conclusion
THE FITH CULTURE FRAMEWORK
Based on the Bio-Psycho-Social medical model – but as a cultural lens
SOCIAL
PSYCHO
BIO
PSYCHOGRAPHIC &
ETHNOGRAPHIC RESEARCH:
tell you who someone is
DEMOGRAPHICS
tell you why they do what they do
PSYCHOGRAPHICS
reveal the in-group connections
ETHNOGRAPHIES
+ DATA
Data enriches and sense checks our research, giving brands the evidence base they need to act
Fith's foundational consumer intelligence report
• Ten profiles built from the inside out
• Using our Fith Formula and decades of cultural research
• Indicates the routes ahead for brands in the Longer Life Economy
THE FITH CULTURE FRAMEWORK x [PSYCHOGRAPHIC & ETHNOGRAPHIC RESEARCH + DATA] = X TYPES
The assumptions are wrong. The opportunity is enormous. And the window is now.
RESEARCH
Calling all Gen X-ers. Yes, you. The ones who remember life before the internet had opinions.
We're building something at FITH Futures that we think is genuinely overdue: a deep profile of who UK Gen X really are right now and where they are heading.
The tribes, the mindsets, the money, the mess, the magic - to be detailed in our flagship X-Types report.
And we want to talk to you.
We're looking for men and women born between 1965 - 1980 and from every background, culture and walk of life - because Gen X isn't one story and we want the real picture.
This is not a survey. Nor is it a focus group. It’s an actual conversation with us about:
🎸 Who you were becoming back then: your tribe, your influences, the stuff that shaped you
💼 Where you're at now: career, cash, caring, chaos, all of it
🔮 What you're hoping for next: reinvention, retirement, revolution, whatever's on the cards
What you tell us will directly shape the brands, products and services built for your generation.
Whether you were a rocker, raver, Brit-popper, B-boy or Fly-girl - or you know someone who was - we want to hear from you.
Interviews are relaxed, confidential and, we hope, kind of fun.
To be included please follow the link to complete the initial, brief registration.
