Another bit of research that I have been meaning to write about appeared on the CMO site. Simple stuff that looked at how age impacts brand choice.
I am always cautious about the accuracy of this type of research since it gives no data about the margin of error on the reported figures (i.e. is 64% +/- 10% ?)
The important thing that it shows is that there is not that much difference between the 35 years olds and those nearly double their age. This should not surprise us.
The interesting measure is "Are Optimistic" with a 12% difference. This I can understand. I think as you get older you want to hope that tomorrow will be better than today although you might well have your doubts. Dick Stroud
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