Age and social grade may be less useful segmentations for marketers than attitudes, according to new research which says that commonly held beliefs about demographic groups are often wide of the mark.
Network Research surveyed 1,500 UK consumers to see how they related to popular brands based on rational and emotional attitudes, and discovered that this could uncover actionable insights that would not otherwise have surfaced, Marketing Week Reported.
Read more: Marketers should think attitude, not age