MRS Urges Researchers To Tap 'Grey Pound'

A forthcoming conference organised by the UK's Market Research Society (MRS) focuses on the importance of researching the growing ageing population, and the challenges of reaching older consumers. Speakers include the founder of Steel Magnolia, an MR consultancy specialising in the 50+ market.

Experts from clients and agencies will gather in January to share their experiences of researching the 'grey market'. They will argue that, in the face of today's ageing population, it is time for market researchers to move away from the obsession with youth marketing, and target the over 50s.

Speakers include Janet Kiddle, Founder of Steel Magnolia, and Reg Starkey, Consultant Creative Director at Millennium Direct, an advertising and communications group specialising in the mature market. From the client side, John Pickett, Head of Market and Media Research at Saga, and Analia De La Fuente, Consumer and Market Insight Manager at Dove, will also be presenting.

Speakers will offer tips on convincing organisations of the potential for spending in this sector, and will highlight how research can feed into products, services and communications that appeal to this age group.

Sophie Russell-Ross, Conference Manager at MRS, says older consumers 'can contribute a wealth of experience and ideas to researchers', adding that they 'often have higher disposable incomes than younger adults - so they should be a prime target for advertisers and product developers'.

The conference, entitled 'Getting Old and In the Way? No Way!' and sponsored by research agency FDS International, will take place on 31st January in London.

More details are online at www.mrs.org.uk.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.