Abstract:
In 2012, we teamed up to develop, operationalise and successfully test a new de?nition of age, âPerceived Ageâ. We showed age perception to be more predictive of consumer behaviour (specifically the programmes we chose to watch/listen to) than chronological age alone. We have now taken the construct a step further with a 15-country global study of over 7,500 respondents to show that the nature of the differences and relationship between real/biological age and perceived age is a universal human condition. We have also accounted for country by country variances and, using multi-variate analysis, what drives them. This presentation demonstrates how the universal and country-specific age constructs can be used to shape the BBC's and other organisationsâ strategy/tactics.
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