Is chronological age still a useful shortcut in market research?

19 July 2022

We tend to anchor our judgements of the cognitive and physical ability of people to their chronological age. However, this gives us a very limiting perception of who they are and what they are capable of. It seems strange to rely on chronological age when we simultaneously have role models such as David Attenborough and the Queen, who demonstrate that their chronological age limits them very little.

In our new article ‘Nothing but a number’, published in Impact magazine, we discuss alternative indicators of age that are increasingly being used in consumer research. We propose that these measures can reveal much more about someone than chronological age alone can when applied in research and recruitment and help reduce misperceptions of age.

Read more here.


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