This post introduces you to the five things that marketers should know when targeting the over 60s.
Our corporate and policy clients have started to develop communications and strategies aimed at the older – over 60s, pre-retiree and post-retiree – markets. They want to understand their older customers and users better. They have questions about how this age group uses digital resources, how they decide to retire and how they want to spend their retirement, for example.
As a result, we at Susan Bell Research have enjoyed many great conversations with people in the ‘older’ age group. We have also talked to specialists on ageing, and drawn on insights from psychology about how people age.
All of this has told us that the organisations most likely to engage well with their older customers are those who understand these five things:
Contact us for more insights into how older people buy and use products and services.
Keep up to date with new thinking about user testing, research with ‘older’ people, different research methods, and much more.