The 3rd Age
From our inception in 1989, we have been involved in a wide variety of projects involving or dedidated to respondents from the 3rd age.
We understand the diversity of lifestyles this demographic encompasses and would always reject the notion that the grey market is a homogeneous group to be addressed as a whole.
We have explored the dream fulfillment made possible by a lump sum at retirement and the various opportunities this can present: a new car, exciting holidays, new home appliances, furnishings and fittings.
The 3rd age is often a time of major change. For some, it’s a time to take up new challenges or to indulge latent hobbies and interests; whilst for others, it is characterised by “settling and sorting” and putting affairs in order.
In the later stages of the 3rd age, individuals may become less confident, more risk averse, more cautious and nervous. Researching respondents from this market requires patience, understanding and time.
We have spent hundreds of hours in the company of older respondents, listening to their stories, exploring their concerns, delighting in their company. As a consequence, we know that amongst this market:
- there is always the desire to recount an experience
- it often takes longer than normal to elicit the information required
- respondents tend not to answer questions directly
- tenacity may be required to discuss hypothetical scenarios
Our experience in this market has included:
- projects relating to healthcare/personal care and home/leisure products
- assignments relating to grocery shopping, branding and individual product line development
- an on-going relationship with Homeserve GB to develop insurance services and domestic emergency assistance policies for older home owners
- working to develop publications targetted at an older readership
- developing recruitment advertising concepts to appeal to the over 55's