The main goal of this paper is to make a methodological contribution to researching social and media generations quantitatively in representative population surveys. For this purpose, the paper employs a mixed-method approach: analysing an original questionnaire module on generational identity (developed for the Estonian population survey “Me. The World. The Media” 2014; N=1,503) is complemented with focus group interviewees’ (n=69) reflections on generation-building components...