Silver age in the CEE: How are people aged 50+ doing nowadays in comparison with 'Westerners"?

This paper describes the results of an ethnographic study which sought to understand the lifestyles of people aged over 50 in the Czech Republic, in order to properly target financial products.

Silver age in the CEE: How are people aged 50+ doing nowadays in comparison with 'Westerners"?

Lenka Korecková and Petr Kubánek Millward Brown and Ceská Sporitelna

Introduction

Ceská sporitelna (ERSTE Group) wanted to understand lifestyles of people over 50 years old, including what segments can be found in the age group as well as what is typical for them. Consequently, we conducted a micro-segmentation and ethnography study, which focused only on people 50+. The results helped us to define five groups that vary by both life and financial activity. This enabled us to estimate rough market potential...

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