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

In this paper we explore the validity of using chronological age as a primary targeting factor. We show that the majority of people do not identify with their own chronological age group, perceiving themselves to belong to a younger age group.

It’s all in the mind: changing the way we think about age

Lisa Edgar

the Big Window Consulting Limited

David Bunker

BBC Audiences

Background: time to review the use of age

Marketers and researchers are still heavily dependent on chronological age for core activities, including targeting, marketing, sampling and also recruitment (for qualitative research).

On the surface, chronological age may provide a convenient and easy frame of reference for researchers and marketers, particularly as it dovetails with what happens to us physically and psychologically, but it may mask a more complex picture.

As recently as 2009, leading marketing academics have...

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