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Marketing Research Articles Related to Research with Seniors and Mature

Marketing Research Articles Related to Research with Seniors and Mature

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Research shows niche in older adult market for "Grandparents" magazine

Published
March 1988
Author
Quirk's Staff
Abstract
Better Homes & Gardens Grandparents, the latest addition to Meredith Corp.'s special interest magazines, was started when research revealed a market for a magazine designed for people 50 or older. Valley Forge Information Service identified the market niche with QUEST, the firm's national telephone omnibus survey.

Promotion pre-testing keeps Polident competitive

Published
March 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Block Drug, Co. used two-phase pre-testing procedure to maximize the impact of Polident’s in-store campaigns, including one-on-one mall interviews and a mail survey.

Trade Talk: Re-thinking the youth market

Published
February 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
Using beauty and cosmetics research as a reference, Irma Zandl weighs in on how today's youths are not what marketers expect.

Understanding the mature consumer

Published
April 1993
Author
Leslie M. Harris
Abstract
This article provides a profile of the older adult as a consumer and potential research participant. Issues covered include senior demographics, consumer patterns and views towards different advertising strategies. The article points to differences in motivational factors for seniors who may be cognitively younger than their age. Examples of qualitative and quantitative research strategies are also included.

Segmentation study aims to help marketers understand diverse seniors market

Published
October 1993
Author
Carol M. Morgan
Abstract
Arguing that segmentation is a fundamental first step in reaching the mature market, the author explores results from her firm’s ongoing study of consumers aged 50 and older, comparing and contrasting the characteristics of a number of subsegments with the mature age groups.

Trade Talk: A more than cosmetic change

Published
October 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
This month's column details a quantitative study conducted among women ages 45-to-65 regarding their cosmetic needs and their habits surrounding purchasing health and beauty products.

Observations on researching seniors

Published
December 1995
Author
Terence Haller
Abstract
The number of senior citizens in the United States is growing. Learning how to work with this segment of the population will be increasingly important for market researchers. This article discusses researching seniors.

Omnibus study looks at senior lifestyles

Published
June 1996
Authors
Leslie M. Harris and Terrence J. Pranses
Abstract
Mature Marketing and Research used an omnibus study to investigate the attitudes and priorities of consumers 50 and older, a segment of the population moving into the spotlight as Baby Boomers hit the "big five-o."

How to optimize qualitative research with seniors

Published
December 1996
Author
Terrence J. Pranses
Abstract
Interest in the senior market has grown. This article offers tips to enhance recruiting and interviewing seniors.

Use customer satisfaction research to drive quality improvement

Published
October 1997
Author
Brad Holleran
Abstract
Using the experiences of two companies as examples, this article illustrates the value of integrating customer satisfaction research into quality improvement initiatives.

A report on trends in communicating more effectively with 50-plus consumers

Published
February 2000
Author
Leslie M. Harris
Abstract
People in marketing and advertising need to drastically alter their perceptions of 50-plus consumers, as Baby Boomers turn 50. There will be a need to look more closely at the social and economic changes that characterize today’s mature market, and advertisers will need to change their strategies accordingly. The mature market is growing in number and affluence. Also mentioned are specific actions the travel industry and certain companies are taking in regard to the mature market’s shift.

Qualitative/quantitative combo assists positioning of disposable hearing aid

Published
June 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
Our world is increasingly becoming one of disposable goods. This article discusses Songbird, a new disposable hearing aid designed to last 40 days, including the crowded hearing aid market, testing, and marketing.

The mature market...is it for real?

Published
May 2001
Authors
Leslie M. Harris and Howard Willens
Abstract
One of the hot topics in marketing in the 1990s was the senior market. This article discusses how marketers and advertisers today seem to be ignoring the mature market in favor of a youth orientation and examines the numbers that led the pundits to urge marketers to target mature customers.

Thoughts on conducting focus groups with older consumers

Published
December 2001
Author
Tim Huberty
Abstract
The 50-plus crowd has become a formidable one that will continue to grow as Baby Boomers continue to turn 50. Though the group is large, marketing researchers continue to validate research techniques for younger generations. This article addresses research techniques for adults over 50, of which there’s one rule that dominates: Keep is simple, sonny!

Why marketers fail to understand the mature market

Published
December 2002
Authors
Carol M. Morgan and Doran J. Levy
Abstract
For at least a decade, marketers have been told about the mature market’s affluence and size, yet this market is virtually ignored. This article discusses marketers’ failure to understand the mature market.

Tips on testing packaging among seniors

Published
December 2002
Author
Gail Fudemberg
Abstract
Baby Boomers are an increasingly important segment of the population. This is a group that needs special consideration from manufacturers and advertisers in addressing their needs. This article discusses conducting packaging research with seniors, including how not to use research.

How to make your groups senior-friendly

Published
February 2005
Author
Marilyn Richards
Abstract
Concrete advice on how to tailor the focus group process to mature respondents, including tips on paying incentives, the availability of restrooms and the kinds of meals and snacks to serve - or not serve!

The reality of Baby Boomer brand loyalty

Published
February 2006
Author
Heather Stern
Abstract
A study of Boomers aged 50+ showed that these consumers are no more brand-loyal to most product categories than younger adults. The key is to market to values and lifestyles rather than age.

Trade Talk: On tap for 2007: simplicity, Amazonia, sustainability

Published
January 2007
Author
Joseph Rydholm, Quirk's Editor
Abstract
A look at the forecast for 2007’s trends from Chicago research firm Mintel.

Qualitatively Speaking: How to recruit leading-edge mature consumers

Published
February 2007
Author
Barbara Champion
Abstract
Not all mature consumers think and act alike. Members of the most dynamic segment of this market are active, engaged people who can be very worthwhile focus group respondents.