Look into any marketer's files and you're almost sure to find at least one, if not several, market segmentation reports. Those reports will be full of catchy names like "Info Seekers" or "Reluctant Networkers" that embody the distinct characteristics of that segment. These names mean something and are a constant reminder of the mindset of the segment-which is part of the reason this age-old tactic works. Generational insight is a lot like this. The name of a generation means something, an understanding of which can inherently help marketers.