• View the Talks
• 57 min
  1. The 50-plus market: the importance of demographics and geodemographics

  • Mr. John Rae
• 16 min
  2. Options for segmenting the mature consumer

  • Ms. Sarah Robson
• 39 min
  3. Haggar: making things right

  • Mr. Stephen Croncota
• 29 min
  4. The web and the 50-plus

  • Mr. Dick Stroud
• 36 min
  5. Researching the older consumer

  • Ms. Janet Kiddle
• 70 min
  6. How the older market is evolving internationally

  • Mr. Dick Stroud
  • Ms. Gill Walker
  • Mr. Chuck Nyren
  • Mr. Arjan in’t Veld

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Agenda
3. Who is Steel Magnolia
4. Researching the older market
5. Key considerations
6. Age of respondent
7. Physical effects of ageing
8. Social class of respondent
9. Health of respondent - site loss
10. Health of respondent - hearing loss
11. Health of respondent - ageing
12. Internet penetration
13. When and where you conduct research
14. So what does this mean for qualitative research
15. Techniques to avoid in qualitative research
16. Projective techniques successfully employed
17. So what does this mean for quantitative research
18. Case histories
19. Standard Life Healthcare's EspritHealth
20. EspritHealth - what was required from the research
21. EspritHealth - how the research was conducted
22. EspritHealth - results of the research
23. EspritHealth - how the research was used
24. DM piece
25. Insert in DM piece
26. EspritHealth - lesson learnt
27. Case history - Fred. Olsen cruise lines
28. Background on Fred. Olsen
29. Fred. Olsen - what was required from research
30. A three stage research programme
31. Fred. Olsen - results of the research
32. Fred. Olsen - how the research was used
33. Parrot press ad
34. Camel press ad
35. Fred. Olsen - lessons learnt
36. The four 'W's - key issues to consider

Topics Covered

• Researching the older market
• Age of respondent
• Physical effects of ageing
• Social class of respondent
• Health of respondent
• Internet penetration
• When and where to conduct research
• Implications for qualitative research
• Implications for quantitative research
• Case studies

Links

Series:

• Marketing to the Older Consumer

Categories:

• Marketing & Sales

Bite-size Case Studies:

• Fred. Olsen cruise lines: a case study in researching older consumers
• Standard Life: encouraging older consumers to invest in health insurance

Talk Citation

Publication History

• Published on March 31, 2009