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...