Older adults research

The age-old opportunity

Too many brands fail to engage the world’s biggest, richest and fastest growing consumer group. And no, we don’t mean millennials. We’re talking about Older Adults, the over 60’s, the silver generation – whatever you call them. At Decidedly, we believe in recognising the impact of age, and not solely defining people by the number of years they’ve lived. We’re on a mission to help brands break the mould when it comes to thinking about older adults.

 

When we talk to customers, we consistently hear that this group feels misrepresented by brands. They’re bombarded with irrelevant, unrepresentative, ‘one-size-fits-all’ products and communications. There are close to 700 million people over the age of 60 globally. And by 2050, 2 billion people – that’s 20% of the world’s population – will be 60 or older[i]. So, by failing to engage this vital segment of the population, brands are missing huge future growth opportunities.

 

We’re here to change all of that. Success won’t come from imposing a definition on people that represents them as the last thing they ever want to be – separate, vulnerable, decrepit or, worse still, old. We help our clients to identify genuine, evidence-based opportunities so that they can make better decisions about how to reach this older audience and engage them about the things that really matter to them.

 

Looking for a partner for your next piece of older adult market research? Get in touch with our Older Adults experts and find out more about Decidedly.

 

[i] https://www.un.org/en/events/olderpersonsday/

Older adult research
Case Study

 

Actively underrepresented

 

A global utilities company wanted to explore the lives of the over-60 population in the USA, so that it can provide products and services to help this population live better, easier and more independent lives. In-home ethnographic research conducted in the US unearthed insights surrounding independent living, safety, mental & physical health. And to get an unfiltered view of what they were really up to, we installed cameras in their homes. By conducting passive observation, we were able to access real behaviours – tackling issues of claimed, recalled and subjective bias. Our outputs turned our client’s perceptions of seniors on their head and led to them changing tack around the creation, targeting and marketing of their in-home products and services.

Older adult research
Case Study

 

Actively underrepresented

 

A global utilities company wanted to explore the lives of the over-60 population in the USA, so that it can provide products and services to help this population live better, easier and more independent lives. In-home ethnographic research conducted in the US unearthed insights surrounding independent living, safety, mental & physical health. And to get an unfiltered view of what they were really up to, we installed cameras in their homes. By conducting passive observation, we were able to access real behaviours – tackling issues of claimed, recalled and subjective bias. Our outputs turned our client’s perceptions of seniors on their head and led to them changing tack around the creation, targeting and marketing of their in-home products and services.

Older adult research
Case Study

 

Gearing up for the elderly

 

 

With the likes of Uber dominating the carsharing space, a global car manufacturer was keen to get on board with their own transport service aimed at the very elderly. But before speeding ahead, we broadened the target audience to include the full spectrum of retirees. This enabled us to look beyond specific demographic characteristics and focus more on people’s pain points with existing transport solutions. We conducted fieldwork in 4 European markets, with retirees aged 60 + and those with mobility issues. And to get beyond recalled and claimed behaviours, we asked participants to keep a transport diary for 7 days, following this up with mini-groups. Armed with a clear view of the target audience, an understanding of how to deliver value to customers, and specific recommendations around the design of a transport service, our client has been able to make confident decisions about their new proposition.