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Monday, September 10, 2012

Nielsen Neurofocus study the Boomer brain

In our forthcoming book – Marketing to the Ageing Consumer – Kim Walker and I spend a lot of time describing the cognitive changes that take place as we age and their relevance to marketing.

I was pleased and disappointed to read this article in AdAge about the work done by Nielsen Neurofocus to better understand the changes that occur to our cognitive processing and how that can improve the way products are designed and presented.

The disappointed part of my reaction comes from the grossly oversimplified differences that are made between how to communicate with a Boomer Versus a Millennial.

However, I know the press always wants a complex subject distilled to a short list of dos and don’ts so I guess they forced Nielsen to construct the list.

If only life was that simple.

Age related cognitive change is one of the things companies need to understand, but it is only the beginning. There are a lot more things happening to the body of the Boomer that will influence what and how they purchase. Dick Stroud

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