You can have three 48-year-old women living close together who are very different. One may be a first-time grandmother. The second may have a child in kindergarten and pregnant with a second child. The third is single, never married, very focused and spoils the heck out of other people's children. Politicians reach out to those women as a generic 48-year-old but only have a 33 percent return rate. You need to know something more than gender and age.