Janet Kiddle

Steel Magnolia


I provide full service on all projects including:

Leading edge qualitative research in the UK and Internationally that will provide original and thought provoking input

Marketing consultancy – opportunity assessment for 50+ market

Quantitative research


The grey market – 50+ and including Baby Boomers.

Within that target group I have experience of the following – Advertising, Drinks, both alcoholic and non-alcoholic, Energy, Fashion/Clothing, Finance / Investment, Food, Healthcare, Information Technology, Pharmaceutical, Retail, Travel / Tourism


Janet Kiddle, the founder has a mission; to explore what it means to be over 50, and to let younger generations know how they think, feel, behave and (most importantly) buy. Above all to make the target audience come alive for brand marketers and planners.

Her background as a strategic planner in advertising for 20 years at Saatchi & Saatchi and latterly Managing Director of TRBI, one of the UK’s foremost qualitative research agencies renowned for developing leading edge techniques, make her ideally placed to achieve her mission.