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Lifestage Research
Your firm markets to consumers or businesses at various stages of life. Among consumers, you might sell to teens, parents, and seniors. If you're B2B, you might sell to start-ups, small businesses, and larger, older enterprises. Regardless of which segments you target, the marketing messages and even the products themselves should differ to meet the needs of your customer at various life stages. |
| Qualitative Exploration | From a qualitative standpoint, lifestage research explores the differences in needs of your customers at various stages. This includes the appeal of product features and combinations of features, the effectiveness of advertising messages and offers, and preferences for particular channels (in person, phone, Web). |
 Quantitative
Lifestage Measurement |
Once the aspects that differ at different life stages are identified through qualitative exploration, the next step is to quantify your findings so that they may be projected to a larger universe of customers. At the same time, using market size estimates, the overall potential for different life stage segments can be estimated. Priorities can be set for product development and advertising spending based upon the market potential of the segment. |