Target Market Insights

Should We Re-Write the Rules of Market Research? – Part II

Written: April 28, 2013

Research is too rational In Part I shared David B. Wolfe’s challenge to conventional marketing research’s dependence on the assumption that people can accurately report their values, needs, and motivations. In his February 1998 article in the now defunct American Demographics magazine entitled “What Your Customers Can’t Say” he questioned the assumption in most customer [...]…

Should We Re-Write the Rules of Market Research? – Part I

Written: March 28, 2013

In February 1998 the late David B. Wolfe wrote an article in the now defunct American Demographics magazine entitled “What Your Customers Can’t Say”. The article challenged the assumption in most customer research that customers are the best sources about their motivations. “Consumers don’t choose rationally, [so] any research that forces rational answers has to [...]…

Marketing to Baby Boomer and Senior Customers – Part III

Written: February 14, 2013

This is the final blog in a series providing traditional and online marketers’ insights into securing and keeping baby Boomer and senior customers. A significant pitfall is to lump all boomer and older customers into the same group. The average Baby Boomer and senior customer doesn’t exist. Behaviorists have discovered that no two people see [...]…

Marketing to Baby Boomer and Senior Customers – Part II

Written: January 23, 2013

In our last post we shared some insights learned from more than twenty years of helping clients understand better the Baby Boomer and senior customer mind and successfully secure and retain customers 48 years of age and older. The following provides traditional and online marketers’ more insights into understanding better older customers. Motivations  do not originate [...]…

Marketing to Baby Boomer and Senior Customers – Part I

Written: December 26, 2012

For more than twenty years we’ve been helping clients understand better the mind of Baby Boomer and senior customers (48 years of age and older) to successfully secure and retain them. And over that period we’ve learned a few things. Several years ago we published some of these insights and we think they’re worth sharing [...]…

Boomer & Senior Marketing: 10 Tips to Increase Your Success Rate

Written: November 27, 2012

Although all of us have basic values and motivators that drive us, we manifest them differently as we move through the spring, summer, fall and winter of life. Marketing and selling to boomer and older customers is different primarily because of this shift in values. Our need for identity, relationships, purpose, gaining knowledge and growth, [...]…

Boomer & Senior Marketing: Deconstructing J.R. Dunn Jewelers

Written: October 19, 2012

One of my favorite marketers is Michele Miller, wonderbranding.com. In a recent post she discusses the value of storytelling in marketing. Her lead was “Intensify the Believability and Persuasiveness of Your Ads with Hard-Hitting, Personal Stories.” Below Michele shares and dissects a J. R. Dunn ad campaign. Listen to the one minute spot (you can download [...]…