Former TRBI MD Boldly Goes...

Janet Kiddle, former MD of UK top 12 Agency TRBI, has launched what is described as 'the only strategic market research consultancy specialising in understanding the 50 plus market place'. The formation of the company, named Steel Magnolia, is a response to the increasing importance of this age group in the economy.

Steel Magnolia will offer leading edge qualitative research and consultancy in the UK and internationally, providing original input to the brand planning and development process. Other services offered include 'Immersion' sessions to introduce target audiences, and workshops. Kiddle has particular expertise in new product development, brand strategy, brand positioning and creative development across a wide range of market sectors, and is currently working on her own brand identity with the help of design consultancy Saatchi Design.

Having just turned 50 herself, she points out that 'Being over 50 in today's world is very different to being over 50 in previous times. We were the post-war baby boomers, the first teenagers, the children of the sixties, the first generation on the pill, the first group to be marketed to by television, the first mass consumer market. Our disposable incomes and our expectations are high'.

Clearly in a bullish mood very far removed from any negative perceptions of the so-called 'grey' market, Kiddle describes herself as 'on a new mission: to explore what it means to be over 50 in this brave new century ... Above all I want to make the target audience come alive for brand marketers and planners'.

Demographics are certainly on her side: over 50s are the fastest growing group in the UK both numerically and economically. If you didn't know that, watch this space for details of the MRS' forthcoming seminar on Free Census Data...

For further information about Steel Magnolia contact Janet Kiddle at janet@steelmagnolia.co.uk

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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