I think we can all agree that the first rule of business is to always know who you’re selling to.

However, new research into the over 55s age group which has come out this week suggests that we might not know this target market as well as you would think. Are they really as brand loyal as you would think? And are they really as ambivalent to technology as we presume?

Bobby speaks to Andy Pierce, Head of Planning at MediaVest Ireland who undertook this research.