Who Is Most Likely To Tell A Lie, Millennials or Baby Boomers?

Who Is Most Likely To Tell A Lie, Millennials or Baby Boomers?

 If you were told that yesterday you were lied to 200 times, would you believe it? More importantly, would you be able to pinpoint what those lies were, or who it was that was guilty of exaggerating the truth?  

In light of this stat, we wanted to find out not just the common occasions that people tend to lie, but to make things more interesting, we decided to focus on two age groups to find out how their lying habits compare…

Taking a sample of U.S. Millennials (aged 25-39) and Baby Boomers (aged 55-75) we asked the following three key questions:

  1. How often do you tell a lie?
  2. In general, how guilty do you feel when you lie?
  3. On which occasions do you most frequently lie? 


By asking “How often do you lie?” we found that 59% of Baby Boomers admitted to lying, in comparison to huge 77% of Millennials! 


Only 37% of our bluffing Baby Boomers answered that they feel “extremely guilty” when telling lies, and while Millennials are more likely to tell fibs, 54% answered similarly, that they feel “extremely guilty” when doing so.



And finally… what are they likely to lie about? Using multi-select, we found that both groups answered that they most frequently lie “In a situation to spare someone’s feelings”. Notably, the biggest difference between the two groups stems from millennials tendency to fluff the truth when it comes to their feelings, to make themselves sound more interesting and “on a job application/CV“. 


  • 41% of Baby Boomers selected that they ‘do not lie’, up from 23% of Millennials, suggesting that Millennials are more likely to lie when compared to the elder generation. 
  • From the results we can expect Millennials to feel more guilty when telling us a lie than Baby Boomers.
  • 17% of Millennials will lie to make themselves ‘sound more interesting’, just over 5 times as much as Baby Boomers.
  • 23% of Baby Boomers will lie about they feel, in comparison to 45% of Millennials, suggesting that Baby Boomers may be more open to showing their honest emotions. 

Extracted some takeaways from the data that you’d love to share? Get involved in the discussion below and tell us! Or if you have an upcoming project focusing on Millennials and Baby Boomers, our team can have your projects live in 2 hours. Request a quote to get yours started!

July Perfect Time To Talk Trackers

July Perfect Time To Talk Trackers

There has never been a better time to talk trackers than right-now… literally – right now! We propose July as Tracker Month – why? Easy… here are 5 Reasons July is the perfect month to start talking about Trackers with potential new (and current) sample suppliers…



Discussions now give suppliers enough time to ramp recruitment for big fall pushes and incorporate your needs into strategic planning for next year

Should you come to find out that your current sample suppliers won’t be able to fill all of your needs, you can start vetting and testing new ones now, during the slower summer months, to be ready to go full throttle in Q4. Much better than scrambling to bring in a new supplier in November when the ball is already rolling and suppliers are already full-out. 

When is the last time you thoroughly vetted your suppliers for quality, service, speed, agility and understanding of their recruitment methods? Sample supply is moving quickly to continuously tap into new sources of respondents, if you haven’t had a conversation with your supplier about their recruitment philosophy and quality controls, now is the time to have that discussion

Development cycles – need something funky? Need a supplier to integrate a third-party data source, develop the ability to source respondents to participate in new platforms or with delayed payouts, now is the time to start discussing any tech needs you may have, and any capability enhancements suppliers have in their dev. Queue in order to get your needs prioritized. 

Future-proof your tracker. Sampling is evolving, people are evolving. WHere people are willing to engage with surveys and research is changing. Attention is the hottest commodity on the internet. Is your tracker keeping up? If you’re struggling with declining response rates, a shortage of sample to hit volumes or difficult quotas, there is no better time than now to start considering:

  • How do my sample supplier and I partner to ensure we’re capturing attention?
  • Can I make the research experience better for the respondent?
  • Do I have reasonable expectations of my participants and are they being compensated adequately?
  • Am I prepared for the evolution of devicy types partiicpating in research? People’s attention is moving beyond mobile, have you considered how voice will play into your sampling strategy next year? Video? Gaming consoles? 
  • Is your sample supplier working from a technology platform that will allow them to evolve with the population such that they can continue to capture attention wherever that may be?

Let’s Get Tracking!

Need us to jump in on an existing tracker or want us to tell you more about RFG? Say Hi to one of our team and we will take it from there.

ResearchTech Pioneer Delvinia Partners With Research For Good

ResearchTech Pioneer Delvinia Partners With Research For Good

Research For Good is pleased to announce a strategic partnership with data collection firm, Delvinia. Thanks to the support and dedication of our clients and team, RFG is evolving our business to technology development which will enable market researchers and data professionals to collect, understand and act on consumer data in new and innovative ways. 

Delvinia is the first external organization to integrate our technology platform into their business, to accellerate global expansion, innovation and growth. Together, Delvinia and RFG are shaping the future of insights with commitment to quality and putting brands at the forefront of customer insight. 

Below is the full text of the announcement release. To find out how Research For Good’s suite of technology can accellerate your insights development, please contact us at sayhi@researchforgood.com



Delvinia to accelerate its international expansion through integration of RFG’s innovative technology

TORONTO, July 10, 2019 – Coming on the heels of a year in which the company continued its double-digit growth, technology and data collection firm Delvinia is pleased to announce a strategic partnership with Research For Good (RFG). Delvinia sought to partner with a research technology innovator that would further expand its global automation platform offering and accelerate its rapid growth, solidifying its position as one of the world’s leading ResearchTech firms. 

The alliance brings together two industry veterans intent on advancing the transformation of the market research industry with a focus on automation, integration and quality to support customers’ ever changing needs. Speaking on the partnership, Adam Froman, CEO of Delvinia explained, “The market research industry has been slow to evolve, but momentum or automated solutions has been building over the past few years. In Research For Good we’ve found a synergistic technology partner that, like us, want to be a market leader driving the industry forward through innovations in research technology.”

Delvinia’s recent success is marked by the growth of its automated market research platform, Methodify. Delvinia will integrate RFG’s advanced automation and data collection tools and technologies into its platform business. This will accelerate Delvinia’s ability to merge client research methodologies and data collection technologies that further power real-time decision making for brands through Methodify. Additionally, RFG’s automated solutions will provide significant operational efficiencies for all Delvinia’s data collection businesses as it continues to scale globally. Both companies are excited about the prospect for enhanced global capabilities to better service clients and expand into new markets. 

“While Research For Good is well-known for our online sample and being socially responsible, we have built our business on a world-class technology platform and are thrilled that Delvinia sees the benefit of licensing it to power Methodify. We have developed a powerful suite of technology solutions to enable faster, more efficient data collection,” said Baillie Buchanan, co-founder and Chief Revenue Officer of Research For Good. “Now, combined with Methodify’s award-winning research automation platform, our suite of technology solutions will further enable real-time decision making, putting brands at the forefront of customer insight.” 

Through this strategic partnership, RFG will continue to fuel R&D, innovating new transformational technologies and tools, while Methodify remains resolute in delivering faster data collection to power better decision making. 

Froman continues, “This is a natural alignment for the two companies. In working with RFG, our focus will be kept squarely on progressing toward our ideal vision—to move the market research industry forward, delivering faster, stronger, and more responsive results for our clients.”

About Delvinia

An authority on the data economy, Delvinia is at the forefront of leading companies through this age of data and digital technology. The company seeks to reinvent how data is being collected and used to underpin business decision-making at every level. For more information on Delvinia’s suite of products and services, visit delvinia.com.

About Research For Good

Research For Good is dedicated to providing sample, fieldwork and technology solutions for the market research industry. Efficient, elegant technology enables the company to deliver data and insights at speed and scale, while making a corporate donation with every completed survey. For more information on Research For Good’s solutions, services and platform, visit researchforgood.com

Is TV Becoming The New Radio?

Is TV Becoming The New Radio?

Did you know that 4 out of 5 Americans use their mobile/tablet while watching TV?

In our newest study we explore the frequency that people will use their phone/tablet while watching the small screen, what drives them to switch their attention over to use it, and if there are any specific points during the program/movie that makes them tune out of TV and in to their phone/tablet instead. 

For example, would you have guessed that a third of Americans will spend ‘A lot of the time’ using a mobile/tablet while watching the small screen, in comparison to  13% of the arguably more dedicated viewers who pick up their mobile/tablet just ‘Rarely’?

Find out if the results could mean good or bad news for advertisers and program/movie creators… 

  • Could Americans now ignore advertisements and instead use them as an opportunity to look at their phone/tablet? 
  • Is the program/movies we’re watching on TV interesting enough to hold the attention of viewers? 
  • Or is TV becoming the new radio, where it’s simply becoming background noise while we scroll through our social feeds and chat with friends…

 Get the full results and our key takeaways below!

“Is TV Becoming The New Radio?” White Paper 

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5 Key Insights: A Day in The Life of A Typical Baby Boomer

5 Key Insights: A Day in The Life of A Typical Baby Boomer

The Baby Boomer generation is currently the wealthiest generation right now, which suggests why they are still arguably  hot property for market researchers. Even in their grand age of 55-75 we’re still interested in finding out more about their behaviour, interests and spending habits. So what about a typical day in their life? Recently we asked the same set of questions to millennial and Gen Z to find out more about what they get up to…

 Want to know how a Baby Boomer’s day compares? Check out our 5 key findings below and download the full infographic for more info!

💼 Work Life: The art of conversation is slowly dwindling away (particularly in the workplace). 35.15% of the Baby Boomers we asked prefer to wind down during their lunch break by chatting with their colleagues. A past-time unsurprisingly becoming less common amongst the generations that succeeds, with the majority of Gen Z (41%) and Millennials (37.30)% instead opting to scroll through their social feeds. 

😀 Personality Traits: Reliability is a trait that becomes more prominent with age, with this trait topping the personality traits of Baby Boomers (85%) and Millennials (59.18%), yet not featuring in the top traits of Gen Z. Additionally, Baby Boomers see themselves as ‘down-to-earth’’ (73.75%) and ‘friendly’ (66.88%). These top traits are shared across each generation, however interestingly, is significantly greater amongst Baby Boomers, when compared to the 65.52% of Gen Z’s and 55.70% of Millennials who see themselves as ‘friendly’, and 62.07% of Gen Z’s and 55.70% of Millennials who see themselves as ‘down-to-earth’. 

✅ Life Satisfaction: It’s good news for Baby Boomers! On a scale of 1 to 5 (with 1 being dissatisfied and 5 being satisfied), we asked how satisfied they are with their lives, with just over half (52%) being completely satisfied and selecting 5. What’s better? The results from Millennials and Gen Z suggests that we all have something to look forward to!  With both generations falling just slightly behind with complete life satisfaction at 45%, could life satisfaction be something that increases with age? 

☕ Coffee Drinkers: If you thought that Millennials loved caffeine, think again! Baby Boomers are a generation of coffee lovers with 82% drinking coffee regularly in comparison to 76% of Gen Z and Millennials. However, you’ll be more likely to spot a Millennial drinking coffee when you’re next strolling down the sidewalk in town, with 89% of Millennials regularly venturing out for their caffeine kick, in comparison to the 32% of Baby Boomers preferring their coffee at home.

🎥 Movie Watching: You wouldn’t want to be in the room when a Baby Boomer, Millennial and Gen Z are trying to decide on what genre of film to watch together! When it comes to preferred movie choices, you’ll find Baby Boomers opting for a drama (21.2%), Millennials swaying to the action category (22.8%) and Gen Z scoping for a classic comedy (24.4%).

To find out more about the day in the life of a Baby Boomer and what they get up to from the beginning, to the end of their day download the infographic below!  

Struggling to fill completes on a project reaching Baby Boomers (or any audience)? Let us support you. Our team can have your projects live in under 2 hours. Say Hi and we can get a quote back to you ASAP.

A Day in The Life of A Typical Baby Boomer: Infographic

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Traits and Life Satisfaction: US & Canada

Traits and Life Satisfaction: US & Canada

The final phase of our three part study with Narrative Research is here! If you’ve been keeping up with our joint study, you’ll know that we’ve teamed up with Narrative Research to take a look into the personality traits of Americans and Canadians, and their life satisfaction.

For our last instalment we take a look at how the results from our previous studies compared, and find out if Canadians are more friendly, or if Americans are more reliable…

Check out the video below featuring RFG’s CRO and co-founder Baillie Buchanan and Narrative Research’s COO and partner Margaret Chapman as the two talk through what they found most interesting, and what’s the good news for one country in particular!


[0:03] Baillie Buchanan: Hi everyone, thank you for joining us. I’m Baillie Buchanan, co-founder of Research For Good and I am joined today by Margaret Chapman, COO and partner of Narrative Research. Thanks for being here Margaret!

 [0:19] Margaret Chapman: No problem!

[0:20] Baillie Buchanan: So, recently Research For Good and Narrative Research partnered to take a look at traits and life satisfaction in the U.S. and Canada and a comparison of the two. So together we ran a short 5 question survey among similar audiences in both Canada and the U.S. in order to better understand life satisfaction. Turn on the news today and you’ll be told all the ways the sky is falling, the apocalypse is near and society is devolving however at the same time for many, there’s much to be thankful for and much to appreciate about the world we live in today. Some even say that historically there’s really never been a better time to be alive! So, for researchers trying to understand consumers today it’s a challenge to navigate these different viewpoints and understand how or whether they influence consumers’ perceptions of brands. So Research For Good and Narrative Research partnered to take a quick pulse on similarities and differences in Canadian and American life satisfaction. We’ll be sharing the report that we put together along with this video so if you’re interested in more in depth details definitely check that out! Our goal today is to do a quick highlight on a couple of key findings and interesting points that we thought would be worth discussing a little bit further!

 So, before we jump into that just a quick note on the methodology – so we used Research For Good sample management platform and questions designed by Narrative Research to ask 1,000 respondents balanced on age and gender in each country what traits are important to them, how they perceive themselves and how satisfied they are with their lives. Narrative Research analysed the data and extracted some key insights that we’ll be sharing in that file I mentioned. So for the purposes of today’s discussion we’re going to dive into, kind of, what interested us most, or what stood out most in the findings. So Margaret, was there something that stood out to you as most surprising or interesting?

 [2:28] Margaret Chapman: Yeah, there’s a few things! As you say there’s some good news and that people are pretty satisfied with their lives which is great and I think for anybody who’s aging which is all of us the great news is that as we get older the more satisfied with our lives we tend to be. So there’s some silver lining of the cloud, there’s light at the end of the tunnel, however you want to put it. So I think that’s the good news! It’s also really interesting to me, just, to see what people value and how that correlates to their life satisfaction and also what they don’t think they value but actually correlates to life satisfaction. So the three kind of really interesting ones to me is that people really love to be reliable, they like to be perceived that way and if they are, they tend to be more satisfied with their lives. Same with being friendly but the one that maybe people don’t want to admit is being popular. And it was really interesting to see that people don’t want to say that they value being popular but in fact, it’s something that aligns really closely with life satisfaction.

[3:44] Baillie Buchanan: Yeah, that was very interesting. I also found the point about especially Canadians holding in higher regard being friendly, more so than the Americans who participated and I thought that that was really interesting because as Americans I would say that we stereotype Canadians as being very friendly.

 [4:05] Margaret Chapman: Right!

[4:06] Baillie Buchanan: And so it was interesting to see that play out as something you guys also embody and actually really take to heart and really care about.

[4:17] Margaret Chapman: Yeah, but on that point about friendliness it was kind of interesting to see that men and women were really different in Canada, that women valued being friendly much more than men. Although half on men still value it, it’s really more prominent among women.

[4:34] Baillie Buchanan: No that’s great, that is interesting! I was just wondering if you had any insight as to whether that translates to brands, and if brands do better if they’re perceived as more friendly. Has that come up if any of the research that you’ve done? 

[4:49] Margaret Chapman: So, you know, some research we can talk about because it’s public and like this! And a lot of research that we do is proprietary to our clients so I don’t actually have anything I can talk about today related specifically to that. But I think the application that’s really interesting is that if Canadians brands, and Americans too actually, one of the interesting findings was that we’re more alike than we are different. 

[5:17] Baillie Buchanan: Yeah.

[5:17] Margaret Chapman: But if Canadian brands or Americans for that matter want to align themselves with where people are at, they’ll do better if they’re promoting how friendly and reliable they are and how popular they are but being down to earth was one that we thought would probably rise up but actually is not something that resonates with life satisfaction as much even though people like the idea of it. So I would say the happier people who feel more closely aligned to their values and the ones that are aspirational for people are probably the ones that brands will want to emphasise if it’s part of their core values as well.

[6:03] Baillie Buchanan: Yeah, those are some interesting implications for brands to be considering because I think… Those aren’t necessarily the traits that you see a lot of brands promoting about themselves you know, there’s a lot of emphasis on new different unique, some of those things and so some of these traits could actually be interesting for them to take another look at.

[6:31] Margaret Chapman: But you think about some of the brands out there that are reliable, and friendly, I don’t know. Ben & Jerry’s comes to mind for me. Tim Horton’s here in Canada is a really friendly coffee shop – those ones do really well! And you can see that maybe it’s the time of day that we’re talking and I need a coffee, but those kind of things are things that really resonate with people, and if you’re resonating with people they’re probably going to want to do more business with you. So be friendly, be reliable!

[7:05] Baillie Buchanan: Yes! I think we could all do with a little extra dose of friendliness! Any time so that’s great. And then the other thing that I wanted to ask you was we did this in a methodology that was very quick, obviously some very high level, just a few questions to a key audience. What is the value of quick turnaround research like this for Narrative Research and also for your clients?

[7:33] Margaret Chapman: Well I think everybody’s seeing things move at a really fast pace, and often people when I talk to clients they say, I say “when do you need this by” and they say “well, yesterday so we’re really in a rush”. And so the great news I think is that often people think of research being a really big comperson process that takes a long time and that’s really expensive and it doesn’t have to be. You can get really meaningful insights that tell a really great story from just a few questions and you can find those things out really really quickly. So, with a great sample provider like Research For Good where you have access to thousands of people who are going to give you meaningful insights they’re going to really tell you what they think. You can get results that you can take action on with just in a matter of days. And I think that’s so powerful in today’s environment where people need feedback on new ideas really quickly, or they’re trying to decide between two different approaches and you can test those out with an audience really really quickly.

[8:34] Baillie Buchanan: Yes, that is so valuable and things are changing so quickly and the ability to be responsive is so so important. So, that’s great! So thank you Margaret, thank you for joining me. There’s a lot of interesting information in the report so I hope that everyone watching will download that! If you have questions please reach out to Margaret or myself and we will be happy to discuss it further with you. So thanks for joining us!

[9:03] Margaret Chapman: Thanks Baillie!

Are you interested in a similar co-branded partnership? Have an interesting topic that you would like to learn more about? We’d love to hear from you!  Say Hi to speak with one of our team.

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