The clock is ticking
Market research and the demographic transition.
Abstract
There is no escaping from the changes in the age pyramid in Germany. Market research methods can help shed light on the effect this trend will have on businesses and their future turnover. The focus is now on the over-fifties target group (50+), although the heterogeneity of the people in this age segment is dramatically underestimated. Today’s fixation on the 14-49-year-olds as target groups must be rethought in the light of the quantitative shift between the age groups and the growing purchasing power enjoyed by the over-fifties.
To ensure our clients are given the best possible support on 50+ issues we have developed a three-step procedure geared towards positioning companies’ in-house market research to meet such challenges.