How We Began
How do Gen Z first-generation Americans think about and define themselves and what distinctive strengths & opportunities are empowered through first-generation American identity?
In the Fall of 2022, we set out to learn more about a growing demographic in America.
To guide the journey, we began with a question — how do Gen Z first-generation Americans think about and define themselves and what distinctive strengths + opportunities are empowered through first-generation American identity?
With a unique population in mind, we knew from the start we wanted to conduct and present this research a bit differently. Why? Two reasons. First, most research reports are boring. And second, like much of the creative professional world, the discipline of research has changed dramatically since the pandemic.
What’s Broken with Reports
Most research is a snapshot of a moment in time, set in the past as soon as it concludes. Research reports are often presented as definitive or conclusive to sell a product or speak to potential clients. As a branding and design studio with a focus on social impact, we know this challenge well.
Yet as we consider the rate of change in an increasingly uncertain and volatile world, looking behind us to create strategies for the future may no longer allow us to meet the challenges we’re facing.
Bring It On
So we’re trying something new: a living, breathing “anti-report,” where everything you see is open to discussion. We see our research results as the beginning of a conversation instead of a finalized document. We’re excited about—and believe deeply in—what we can exchange, expand on and share, and we’re letting the proof of concept make the case. We invite you to be part of the possibilities.
About The Research
Some Pig empowers changemakers of brands, businesses and institutions with a deep and vital understanding of people. Leading with curiosity, we explore how individuals and groups of people navigate and find their unique places in the world around them. By bringing to light the universal truths that unite people, Some Pig provides insights that challenge existing perceptions to help leaders and teams gain the perspectives necessary to do their best work.
Research Methodologies
At Some Pig, we believe research should be evolving and ongoing. We use a mix of methodologies over time to enable us to fine-tune our hypotheses and learnings as we go. The results are deep and meaningful conversations that reveal more questions, more insights and more “aha” moments.
For this research we used interviews, video diaries and photo journals to dig deeply into the lives of 20 first-generation Americans, aged 19 to 25. These individuals have families of origin from a mix of regions, including the Middle East, East Africa, East Asia, South Asia, Eastern Europe, Central America, Mexico and the Caribbean Islands, and reside in a mix of urban and suburban cities across a variety of US regions, including the Northeast, South, Midwest and West.
During individual interviews, we explored everything from childhood experiences as a first-generation American to hopes for the future. We also conducted small group interviews that included a sibling or parent to help us gain a better understanding of shared experiences and generational points-of-view.
In addition to these interviews, we also consulted with two first-generation Americans who are experts in the fields of law and education to gain a broader understanding of how these institutions influence and contribute to the first-generation American experience.
We concluded our research with photo journals and video diaries in which first-generation Americans revealed the roles they currently play in their lives, the roles they aspire to play and what concepts like empathy, understanding and opportunity mean to them.
This website [anti-report] is a summary of the learnings to date from this research.
ThoughtMatter invites you to participate in this research through the following lenses:
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