Empathy can deliver more value than market segmentation ever will

The Experience Business: I’ve been talking with a lot of people recently about audiences. Every single one of them admits they don’t know them as well as they’d like to. So today I'd like to invite you to think about one element of your existing or potential audiences to see how well you know them ... the over 55s. Forget demographics, postcodes and reductive segmentation systems. Focus on the human factor. What is it like being an over 55? What are their choices, life challenges and opportunities? What might their current and latent needs be?