Communicate with Confidence

Understand and Engage Older Australians

Susan Bell Research specialises in qualitative and survey research, semiotics and communications testing among people over 50

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The Secret To Communicating With People Over 50

  • Know what your customers actually need
  • Communicate with your customers, not down to them
  • Help your customers know what to do
  • Be as clear as you can possibly be -and get to the point
  • Discover the challenges and difficulties specific to this lifestage
  • Recognise that you may be making incorrect assumptions about this age group

Test your Messaging To Find Out What Works and What Doesn’t

Testing content reveals the gap between the message the business intended to convey and the one customers received.

Susan Bell Research’s unique approach to testing exposes that gap, explains how and why it has occurred, and provides the language to use to put you back in control of your message.


Working with you was made more insightful and rewarding by your natural curiosity and ability to look at customers and stakeholders through so many different lenses and perspectives.’

FINANCIAL SERVICES CLIENT
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What We Do

Message and Content Testing

We design and conduct research with your audience on any written content, including Customer Value Propositions (CVPs), strategic communication territories, social media posts, landing pages, EDMs, forms, letters, statements, and policy documents.

We assess clarity, engagement, tone of voice. and brand alignment.

We also conduct surveys that help businesses shape their message, and tracking surveys to measure success over time.

Member and Customer Research

We design and conduct member, stakeholder and customer research for commercial and government clients.

Experienced in: branding, communications, segmentation, usage and attitude studies, sensory qualitative research and semiotics.

We use qualitative and quantitative research methods, with real people.

Government clients: we are on the MAS Panel and Buy NSW as Bell Settlement

Mature age man smiling while wearing headphones and looking at a phone as if he is listening to music

Researching the Over-50s and Retiree Segments

We specialise in researching the often-forgotten ‘older’ demographic – generally people in their 50s, 60s, 70s and 80s, for retirement, superannuation, aged care, personal care, and health care companies.

We are the only Australian research agency with this specialty. The result: our work is “very helpful and so rich in insights” compared with the superficial ‘findings’ based on myths and stereotypes of this age group offered by non-specialist agencies.

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Who We Service

We have helped these brands communicate clearly and engage with their audiences

  • Superannuation Funds
  • Insurance and Investment Companies
  • Government Agencies and Regulators
  • Not For Profit Organisations and Associations
  • Health and Aged Care Organisations
  • Marketing, Sensory, and Semiotics Agencies

Our Clients

We are proud to work with organisations that care about the wellbeing of their users, customers, members and stakeholders

  • ALI Group Logo
  • Australian Securities & Investment Commission Logo
  • Aware Super Logo

Testimonials

  • Took the time to understand
    “Susan took the time to really understand what we were trying to achieve, proposed workable solutions that fit our budget, brief and timelines, and was responsive throughout “
    Government Agency
  • Very collaborative process
    “Susan thoroughly digests the client brief (and) is very collaborative throughout a project from beginning to end .“
    Marketing Consultant
    AGE AND DISABILITY CARE
  • Excellent research outcomes
    “The research outcome was excellent, allowing us to adapt our business strategy and gain insights beyond social demographics.”
    INVESTMENT COMPANY
  • We take the time
    “We have worked with Susan Bell for the third year in a row now and the experience is always seamless. She takes the time to make sure we get the insights we need.”
    NOT-FOR-PROFIT
  • How to word questions
    “Susan understood the needs of both us as a client and our market well. Most importantly, she provided comprehensive advice on how to word questions to avoid bias “
    INVESTMENT COMPANY
  • Made a real difference
    “Your work has been consistently insightful, and you’ve been amazingly flexible in supporting our needs. It’s made a real difference to the team.”
    INVESTMENT COMPANY

The 10 Life-Changing Questions Asked By People In Their 60s

Download our new free report to discover what matters to people in their 60’s. Find out what drives them. Find out their joys and their challenges.

Click here to access the report

From Our Bellbird Blog