Focus on their needs

Editor’s note: Marilyn Richards is president of Prybyl Group, Inc., an Arlington Heights, Ill., research firm.

Not so long ago it was fairly routine for clients to specify that anyone over the age of 54 be screened out during the recruiting process. It used to be, “Well, thank you, those are all my questions,” or the not-too-subtle, “Oh, I’m sorry, that quota has already been filled.”

But you and I both know that those in that “dreaded” age range inferred: “Sorry, you’re too old and out of the mainstream to participate in our study.” Of course, we never meant to imply any such thing, but almost certainly this is the message that was sent and received.

Even today in these supposedly enlightened and politically correct times we sometimes slip into the old thought patterns of seniors being dreary icons of Medicare, Social Security, Depends and denture cleaner. But the senior lifestyle in 2005 tends to extend far beyond sitting in the fabled rocking chair or puttering around the yard or fine-tuning hearing aids.

My point is that traditional ways of thinking about senior focus groups just won’t work anymore. There are simply too many varieties of 55-plus! They’re living longer, living larger, and looking younger.

Although anecdotal, our experience listening to seniors has revealed:

  • Seniors hunt and fish. They buy computers and take college courses.
  • They work at Wal-Mart and run home-based businesses.
  • Seniors go to church and some go to prison.
  • They do scrapbooking, self-defense and yoga.
  • They flock to Florida and steer their RVs to Branson , Mo.
  • They drink beer and wine, watch TV and love their pets.
  • They jog, mall walk, ride bides and go kayaking.
  • Seniors date, get married and (gasp) have sex!

(Oh my gosh, they’re almost like us, only...older!)

Leaf through any senior-oriented publication and, once you sort through the ads for prostate treatments, chair- and stair-lifts, walking aids, orthopedic gadgets, mobility scooters and Medicare information, you are likely to find articles and information on: travel, health, science, diet, wellness, stress management, fashion, recipes, nutrition, financial, business, sports, politics, legal, entertainment, fraud alerts, celebrity profiles, income opportunities, home décor, technology, and dealing with your boss and the opposite sex.

With the possible exception of skateboards, rap CDs and tattoo artists, I suspect that we’ll find more and more products and services cross-marketed to the over-55 crowd.

Okay, then why are you NOT doing senior groups? Have you recently turned down a senior project? Perhaps you referred one away to an older moderator who you felt was more qualified. Or could it be that you’ve heard some horror stories and have concluded that it’s just not worth the hassle?

While some others may steer clear of senior-oriented focus groups I haven’t and I will tell you why I love working with them.  For the most part, I have found that:

  • Many seniors are earnest and less likely to try to get into focus groups under false pretenses.
  • Typically, they are cooperative and listen intently when instructions are given.
  • Generally, they don’t mind telling you (in great detail) exactly what they’re thinking.
  • And seniors tend NOT to waste valuable discussion time by trying to fake it when they don’t know something.

The following points are meant as guidelines, not hard-and-fast rules. I use them to help me keep my senior-oriented projects senior-friendly.

Selecting the senior-friendly facility

Location and parking: Choose a facility that is very easy to find. No tricky hairpin turn-offs, confusing driveways or entries - and preferably one in an area that is not likely to be excessively congested during rush hour. (Good luck on that one.)

Directions: Provide good maps to your respondents - clear and accurate! (Moderators appreciate this too.)

Safety: The facility building should have well-lighted ground-level parking immediately adjacent to the entrance. Many seniors (and some moderators) have concerns about their safety in enclosed or tiered parking garages with elevators and stairwells - even during daylight hours - but more so after business hours or at night when parking areas are relatively deserted.

Conference room: Try to choose a facility with a quiet HVAC system that can be easily controlled, as some seniors tend to feel chilled. And a noisy system can cause problems for those who are a bit hard of hearing.

Lighting: Be sure that the conference room is brightly lit. It’s a good idea to personally inspect the light fixtures far enough in advance of your groups in order to allow sufficient time to replace any burnt-out fluorescent lamps. You do want your respondents to be able to read your handouts, don’t you?

Seating: Comfortable conference room chairs will go a long way toward making your group session a pleasant experience for those with back problems or arthritic conditions. Uncomfortable and fidgety individuals (of any age) make poor respondents.

Food, snacks and meals: Okay, here’s a cliché that’s mostly true. “Offer a free meal and they will come.” Be certain your recruiters mention food during the invitation part of the screening. (I personally know seniors who will drive 50 miles and burn $20 worth of gas to get their hands on a free $4.95 meal.) With that in mind, here’s a thoughtful touch: Give your participants the opportunity to take home extra sandwiches or deserts after the group session. Provide them with carry-out containers and they will love you.

Food sensitivities: Remember that many seniors have high blood pressure, diabetes or are on some kind of medication. Salt-free and sugar-free snacks are a must and it’s always a good idea to verify with the facility that decaffeinated coffee and tea will be available along with the regular kind. Diet and regular-type beverages should be available as well. Most facilities already do this as a matter of course.

Restrooms: For obvious reasons, restrooms should be easily accessible and easy to find. We don’t want our senior respondents getting lost in a maze of hallways when they need to excuse themselves during the discussion.

Cash versus checks: Seniors should receive incentives in cash and should be informed as such during the recruiting process. Mention that they will be asked to show an I.D., but not their Social Security number. We’ve been hearing seniors turn down focus group invitations because of fear that their benefits will be affected.

Scheduling: Seniors who have trouble driving after dark should be recruited for morning or early afternoon groups unless they have other means of transportation. And increasingly, many seniors have busy calendars and it may become necessary to schedule additional groups in order to accommodate conflicts with previous plans, e.g., senior citizen center socials, lunches, doctor appointments, volunteer commitments, etc.

Reading glasses: Seniors (and ALL respondents) should be reminded to bring their prescription glasses.

Medical concerns: Prior to the focus group, participants should be encouraged to reveal any medical condition that could potentially cause a disruption, e.g., allergies, fainting spells, etc.

Once, during a group on death benefits, an elderly respondent suddenly tumbled to the floor! Even though I immediately halted the discussion, fellow participants seemed oblivious to her plight and continued deliberating the topic at hand. It took a bit of persuading to shut them down and remove them from the conference room before paramedics arrived. It was later learned that the victim suffered frequent fainting spells and she survived the episode. This taught me two lessons: 1) seniors are not easily distracted from their assigned mission, and 2) ask about medical conditions.

Sensitive topics: If the discussion topic is of a potentially sensitive nature, it is a good idea to screen for any traumas, deaths, divorces, major illnesses, etc., that may have occurred during the previous six months. We don’t wish to have anyone burst into tears during the discussion and, clearly, we should try to avoid stirring up painful memories.

First-time senior participants: Sometimes qualified respondents cannot be recruited from a database. If your study requires first-time senior participants, recruiters will need to assure them of the legitimacy of the call. They should be able to assuage any fears that your focus group might really be an unscrupulous sales tactic or even a malevolent ruse to get them out of the house in order to facilitate a burglary. Don’t be hesitant to offer these folks as much information as necessary in order to make them feel comfortable, e.g., your membership in the local chamber of commerce, a Web site URL, ethical agreements required for MRA or QRCA membership, etc. Always promise (in writing, if necessary) to respect their privacy and to not sell or distribute any personal information.

The senior-friendly focus group discussion

So how is a senior focus group different from a standard one? This may surprise a number of you, but the answer is: not much! A facilitator with excellent moderating skills will do extremely well.

Below are a handful of handy hints, reminders that help to keep me on track and my senior groups running smoothly. They are not earth-shattering revelations - just basic courtesy and common sense.

  • Handouts should be printed in a 14-pt. serif font or larger.
  • If practical, exhibits should be passed or walked around the table prior to placing them on a wall, shelf or easel. Try to plan for this.
  • You might need to speak a little louder or slower than normal, but it should never be necessary to shout or talk in slow motion.
  • Build at least one bathroom break into your discussion timeline if your group will be longer than an hour.
  • Treat seniors with respect - never talk down to them.
  • Allow a little extra time for your group to get up to speed and to wind down.
  • As they exit the conference room always try to acknowledge each individual and thank them all for being a great group!

Some closing thoughts

Seniors love to talk - probably because some spend a lot of time alone. Prior to the actual group it is always a good idea to give them enough time together to get acquainted, mingle and let off a little steam. This will help keep things on track during the actual group discussion and you are less likely to have to shut somebody down.

It is also a nice gesture to allow them a few minutes after the group to chat with one another just before leaving. Naturally, you should always remind them to never talk in the vicinity of your next group of waiting respondents.

Senior show-rates tend to be high, so do not over-recruit excessively. You should try to seat everybody that shows up. Feelings can be easily hurt and we really don’t want to disappoint a senior by merely paying them off and hustling them out the door, especially if they’ve gone to the trouble of rearranging their schedules and so forth.

And finally, seniors are not likely to agree to attend your group unless they have a genuine interest in the topic. Compare that mindset with the all-too-frequent indifference exhibited by some younger respondents. Seniors really do appreciate the opportunity to share their insight and opinions and I, as a focus group moderator, appreciate them for doing so.

Oh, did I mention that they are a joy to work with? After all, they are almost like us - only older!