Is lifestage losing its meaning?

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...