U.F.O. (Understanding Fifties and Over)

Date of publication: January 30, 2005

Company: OMD Group

Author: Jo Rigby


This paper describes the research conducted by OMD UK Group into the 50+ market. The first phase of the research was carried out in the United Kingdom and is now being rolled out across Europe. Some of the early findings from Europe are included in this paper. The paper covers the attitudinal segmentation of the population aged 50+, and shares some of the general insights relevant to marketing to this demographic.

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