Is lifestage losing its meaning?

Davina O'Donoghue and Louise Steele

Davina O’Donoghue and Louise Steele, of EVO Research and Consulting, argue that lifestage is no longer an adequate segmentation method.

Is Lifestage Losing Its Meaning?

Davina O'Donoghue and Louise Steele Evo Research and Consulting

While much of the current consumer segmentation approach to qualitative research can be valuable in clarifying the marketplace, it largely depends on the supposition that lifestage continues to be the unifying factor in enabling attitudes to brands and products to be identified.

However, we have recently begun to notice that seemingly perfect targeting was somehow missing the mark among its supposed audience. Simultaneously, we began to hear from consumers themselves about advertising that was clearly not meant for them striking a chord...

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