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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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"Keep it simple, sonny"

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!

Designed with care

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.

Don’t count on it

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.

Focus on their needs

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!

From the Publisher August 1987

Published
August 1987
Author
Tom Quirk, QMRR Publisher
Abstract
Researchers must always balance the need for time- and cost-savings while upholding methodological and data integrity.

* How qualitative research helped AARP reach a new audience with its LifeTuner site

Published
February 2012
Author
Kelly Hancock
Abstract
Uncertain of how prominently to brand a new site offering financial advice for 25-to-34-year-olds, AARP relied on one-on-one interviews for guidance.

* In Case You Missed It... April 2012

Published
April 2012
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Facebook user analysis; stress survey

* In Case You Missed It... August 2010

Published
August 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: teen driving trends; Boomer online profile; Americans' tastes changing

* In Case You Missed It... January 2012

Published
January 2012
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Designing mobile creative; saving for retirement

In Case You Missed it...February 2008

Published
February 2008
Author
Quirk's Staff
Abstract
News and notes on marketing and research: low-sodium products; seniors; men's personal care

Is ethnography worth the higher cost?

Published
December 2008
Author
Bill Abrams
Abstract
Using several examples of insights gained from ethnography, the author argues that spending the time and money to do true ethnography pays off in the end with richer insights.

* Is rich and thin better than smart and young?

Published
October 2010
Author
Quirk's Staff
Abstract
Harris Interactive asked American adults if they would most want to be richer, thinner, smarter or younger, and a large plurality (43 percent) professed that they would want to be richer, although there was significant variation by age group and life stage.

Making new friends

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.

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.

Old folks ain't old folks anymore

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.

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."

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.

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.

* Quant-qual approach helps senior services organization understand how to inform and listen to a crucial market segment

Published
February 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
To conduct research with seniors, two Cincinnati companies collaborated to overcome geographic, generational and technology-related challenges.

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.

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