Alan Saywood, Event Reports, Mature Marketing Summit, October 2017
The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.
Euromonitor Strategy Briefings, January 2017
This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.
Karwai Ng, Admap, October 2016, pp. 41-43
This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.
Arindam Mohanty, ESOMAR, Young Researcher of the Year Award, 2015
This paper describes how a method of ethnographic research conducted on the Indian Railways delivered insights into generational interplay and demonstrates how it can be used in other cultures and countries.
Lisa Edgar, David Bunker and Kevin Cowan, ESOMAR, Congress, Nice, September 2014
This paper sets out the case for using "perceived age" for segmentation, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.
Lena Roland, Event Reports, Life Less Linear, July 2014
This event report looks at research into consumer lifestages and suggests that marketers are often guilty of stereotyping different age groups and need to rethink their strategies as people's life journeys become ever more complex.