Empathy and mythology in this year’s Christmas magazines
Each year, Lynne Freeman and I do a visual analysis of major women’s magazines’ Christmas editions in the UK and Australia We do this because we believe that magazines in…
Why use a retiree insights specialist for your over 55s research
These are the benefits you gain from using a specialist in retiree insights for your over 55s research 1. You will see beyond the stereotypes Stereotypes about older people, seniors…
What content testing is and when you need it.
Content testing (also called ‘message testing’) is a research method similar to user testing but it focusses exclusively on content – usually written content. Content testing tells you whether your…
Do you feel that plain language is for other people?
Whenever I see ‘plain language’ mentioned in the media – such as stories about the recent Plain Language Bill passed by the New Zealand parliament – there is always a…
How to use qualitative research for insights about retirement
What is qualitative research? Qualitative research is conversation-based exploratory research. We use it to understand the deep psychological and emotional drivers of behaviour. In this post, I explain what qualitative…
Why and how to use stimulus material in qualitative research
What’s the best way to use stimulus material in qualitative research? Qualitative researchers can use a broad range of stimulus material to get much more out of the discussion or interview…
How to pick stock imagery for the older market – and what to avoid
The availability of a great range of stock images is one of the wonders of the modern world – but when your market is the over 60s your stock imagery…
What cookbooks and magazines can tell us about Christmas in Australia
This is an article that I wrote for the old website in 2018, that proved very popular. I am reposting it here and will update it in 2022. Subscribe to…
Five facts about older people and tech
In this blog, I share some insights about how to depict retirees in advertising and on websites. Let’s ditch some stereotypes about older people and tech Have you seen your…
