Aside from behavioral and attitudinal questions, we also asked our 414 “Little Emperor” survey respondents to tell us about their home lives and families. We asked these questions in order to be able to cross-tabulate life stages and spaces with the attitudinal questions. While we did not uncover too many surprising correlations, the data provide a snapshot of how “Little Emperors” live. We found a prevalence of nuclear families, with just 8% of respondents living in extended families, and our respondents averaged a comfortable 1.35 rooms per family member.
The Insights series from frog consists of a bi-annual print publication, related online content, and global events and conferences. Insights offers direct, in-the-field discoveries of consumers’ habits and aspirations, combined with deep, data-driven analyses of contemporary trends. To create these analyses, frog deploys a combination of in-depth interviews, design research, and an original quantitative survey.