The message to marketers is to focus on 'feel' age not real age.

How many more times do we need researchers to tell us what we should already know?


This stuff is about older, well educated, Japanese. I quote.

The message to marketers is to focus on feel age, not real age. "This study says natural age is not a good descriptor or discriminator upon which to base segments. You see it all the time in varied demographic groupings like 29-40 year-old females, 55- 64 year-old married couples, etc. But there are so many psychological variations of age within those segments. We segment in this way because it is easy and we can."

It amazes me that this still comes as a surprise to some people. Dick Stroud