It's all in the mind: Changing the way we think about age

Lisa Edgar
The Big Window
David Bunker


In this paper we explore the validity of using chronological age as a primary targeting factor. We show that the majority of people don't see themselves in terms of their chronological age, many identifying with a completely different age group. We explore how this varies across the age range, and some of the social, behavioural and personality factors that may make a difference. We then go on to demonstrate how the non chronological age construct we have developed can and has been used in understanding the way people consume the media, in particular, the way they consume TV and radio, using real data from the BBC.

1 Context: A Changing Population and Consumer Base

The UK population is ageing, changing the structure of the consumer pool that marketers, brands and organisations aim for. We need to understand more about age, not just in terms of older consumers, but those of all ages.