Life Stage Is Losing Its Meaning

How can we target the right people with the right message?

Davina O'Donoghue
Evo Research and Consulting Ltd.
Jennifer Whyte
Lever Faberge
Daniel Plettenberg
Evo Markforschung GmbH

Research Background

Consumer Segmentation is very much the current approach to increasing sales and strengthening consumer communication. Whilst this approach of 'grouping' consumers using their behaviour and attitudes to brands and products can help to clarify a market place considerably and has a greater sensitivity than the traditional socio demographic approach it still relies to some extent on a supposition of life-stage continuing to be a unifying factor.