About Janet Kiddle
Janet Kiddle is the founder of Steel Magnolia and turned 50 in 2002. With her background in strategic planning in advertising (Saatchi & Saatchi and Team Saatchi) and market research (The Research Business International) she uniquely combines specialist understanding of target group with understanding the needs of brand marketers, brand planners and consumer insight teams. She is passionate about this target audience and feels much neglected by brands that previously thought her a worthwhile customer – a typical view of her generation who have been actively marketed to all their lives (until 50) and who are actively engaged with the consumer marketplace! She is still very active, playing tennis and golf regularly, and relishes taking on new challenges.
Janet is a full member of the Market Research Society, a member of AQR and a committee member of the Independent Consultants Group (ICG) in charge of events.
Senior positions held include;
- Managing Director -The Research Business International (1999-2002)
- Head Of International Qualitative Research – The Research Business International (1997-1999)
- Executive Planning Director Team Saatchi (1993 – 1997)
She is in demand as a speaker and contributor to articles on the topic of the older consumer. In addition she has contributed to a book published in 2006 ‘The 50plus market’ edited by Dick Stroud. More information can be found on the web site www.20plus30.com
Who we are
Janet Kiddle founded Steel Magnolia in May 2003. Having just turned 50 herself she felt that with the growing importance of the demographic numerically and economically it was time that there was an agency that immersed itself in this audience so that clients would benefit from keeping abreast of the latest issues, trends and thinking.
By staying informed and by regularly conducting research in this area, we know what works, where we need to start and the broader context within which we can set the research findings. This approach, combined with our understanding of people gleaned from many years of research, is designed to help you understand this market and how to engage with it.