Subscriber Exclusive 
How to avoid the ‘age misconception trap’
As research from Kantar reveals segmenting audiences by experience and behaviour could make targeting up to four times more efficient, marketers explain why segmentation should “underpin everything”.
In a highly competitive market riddled with uncertainty and the pressure of inflation, getting targeting right is essential to help brands land their messages.
While age-based demographics are often a starting point for marketers, segmenting audiences by life experiences and behaviour could improve the targeting efficiency of some campaigns by up to four times, according to new data from Kantar.
