Keywords: Generations, social change, segmentation, profiling, Saudi Arabia, logistical regression, role models, life priorities, learning, technology, finance, health, family

SOCIAL CHANGE ACROSS GENERATIONS

Globally there is an ample body of generational research available, whereas less and limited scientific literature is available covering middle eastern countries. Looking at regional studies, economic, cultural and social change related parameters often are differing greatly between countries, hence resulting in local specifics often being 'averaged out'. Saudi Arabia has experienced, and continues to experience, ongoing and impactful social change across all levels of society, warranting an in-depth investigation of generational differences.

Primary data collection: Using Random Probability sampling and RDD, the SCOP has conducted a nationally representative national study, n=1653 among the adult 18+ population. Among others, addressing behaviour and attitudes across the generations, covering a comprehensive range of components: Family, Technology, Health, Finance, Work, Life’s priorities, Reading, Role models, Learning, Self-description and Future outlook.

Analytics will include descriptive and multi-variate statistics. Descriptive statistics will include but not limited to: Comparison with global generational parameters and trends, ANOVA, segment descriptions and word clouds. Multi-variate analysis will revolve around: Segment – generational differentiators in context of forced segmentation and natural segmentation, logistical regression and other suitable segmentation related analytic frameworks, including suitable demographic, attitudinal and behavioural profiling. Where generational findings will be compared in relevant global frameworks.

In summary, a comprehensive generational study covering a broad range of societal facets, providing generational insight through multiple and comparative perspectives, on a society in flux.