Making new friends
Editor's note: Terrence J. Pranses is director of qualitative research for Mature Marketing & Research of Boston. He also heads Pranses Research Services, Hoboken, N.J.
As its numbers and buying power have grown, so has interest in the senior market. Marketers in diverse categories including automotive, finance, real estate and travel are paying particular attention to this audience, with its considerable interest in high-end purchases.
Many qualitative researchers have spent their careers focused on the habits of consumer segments like soccer moms and rising execs, so studying seniors might feel like entering a new world. A few introductory tips can greatly enhance both the recruiting and the interview/discussion process.
Recruiting activities
There are many definitions of what a senior is. At least one major senior association reaches out to everyone 55+. Many draw the line at 60. Others tie in with the traditional retirement ages of 62 or 65. There is no one right answer; the key is that you agree with your client up front on the definition for your study - and then pass it on to your recruiters.
If your client is new to researching the senior community, sit down with him or her to further refine your recruiting specs. Seniors are really many markets. To whom would their product or service best appeal? Work through income, education, sex, geography and personal interests so that you'll be talking with exactly the right folks. Many products and services can benefit from setting an upper end on the age dimension.
Remind your recruiters, particularly if seniors are a rare recruit for them, that seniors are often early risers and can be reached at home during the day. Conversely do not recruit past 9 p.m. - even if most seniors are up then, they may view it as an intrusion as their day is generally winding down by that time. If your database is accurate, you should have a higher acceptance rate than for younger groups; the typical senior's calendar is generally less crowded and the incentive has added appeal if they're not working.
Many are organizationally-minded, so if traditional databases are not providing adequate samples, it might be worthwhile posting notices with senior centers and churches and synagogues. (Those same organizations can be helpful in setting up venues in smaller markets, where full-service focus group and interview facilities may not exist.)
Whenever possible, send a confirmation letter - this underscores the legitimacy of the study. Seniors have outstanding show rates, so you probably need to over-recruit by only 20 percent. Give them a phone number for any cancellations, should the need arise. They'll let you know in advance if there's a problem.
Location and research timing
Seniors are generally safety minded, so there's a real advantage to holding groups and IDIs in locales that are active and well-known. Particularly advantageous are mall locations, which provide excellent parking and often tie into public transportation and senior shuttles. Mall locations also mean that some respondents can make a day of it, tying in shopping, movies and meals.
Make sure your research location is easily accessible for respondents who may use canes, walkers or wheelchairs. If such a location is not available in the city where research will occur, let potential respondents know of any access problems up front.
Seniors are very receptive to daytime groups, preferring mid-morning and mid-to-late afternoon start times. Late night sessions should be avoided, particularly in urban locations. Daytime groups are certainly appreciated by the facilities, which experience heavier demand in their evening hours.
You might also ask the facility to set up light snacks in the waiting room. Often the respondent will be accompanied by a spouse or friend who will remain at the facility the duration of the interview or focus group. And be sure your facility offers some healthy alternatives to cookies and candy - many seniors are watching their intake of calories and cholesterol.
Research design
With seniors you might want to consider mini-groups (versus groups sized 10-12) for several reasons. Senior respondents are likely to take a little more time to respond to certain questions; rather than trying to rush them you're better off getting quality answers from fewer respondents. Mini-groups also allow you to place more respondents close to the moderator, which is helpful as many respondents may have hearing impairments. Mini-groups also make it easier to accommodate walkers and wheelchairs.
Allow some extra time for depth in your introductory remarks and expect many more first-time participants than you would find in a typical 25-49-year-old group. Seniors may react more strongly to your disclosure on videotaping; try the line: "The bad news is that you're not going to appear in the commercial." That usually gets a laugh and relaxes them.
The respondent introductions are another time to build rapport while getting additional information. Seniors are pleased to talk about their neighborhoods, children and grandchildren and hobbies. Start with one of these comfortable areas that can lead into your main topic. A few well-placed compliments from the moderator can help establish a positive, cooperative mood.
Team exercises such as collages and perceptual sorts are comfortable to these civic-minded respondents. Tie your exercises with the education and demographics of those you've recruited. You may want to specify some college education if they're to review subtle differences in written concept statements or detailed product descriptions. Unlike younger groups, seniors rarely skim when reading - they've learned the importance of the fine print. So allow adequate time for the reading portion of the exercise or make a special effort to eliminate superfluous text.
Seniors are more reluctant than most to discuss finances and personal plans - particularly in front of a roomful of strangers. If these points are crucial to your study, you may wish to conduct IDIs, which allow you to probe more sensitive matters one-on-one, after rapport has been established.
Don't be surprised if seniors want, at the conclusion, to know the study's sponsor and the end use of the learning. If you've just introduced them to a product or service that matches their own needs, many will want to find out how they can purchase it. And while they will be pleased that they were asked to take part in the study, they have a special curiosity on where things go from here. To the degree you and your client can share such information, they'll feel they've made a difference and could become loyal purchasers.
Full value
Conducting research among seniors can be both personally and professionally rewarding. Respondents are candid and want to give you the full value of their years of experience.
If you've properly set up the groups and the recruiting specs, you should have little problem filling your sample. Additional attention to the facility and the discussion guide can help eliminate any initial awkwardness and produce a rich study - full of insightful verbatims and excellent product and marketing ideas.
With such buying power at hand, it's time to make the senior market a special target, rather than a peripheral contributor to total sales.