Focalyst to Probe Older Consumers

The Kantar Group and US over-50s advocacy organisation AARP have announced details of their new joint research venture, dedicated to understanding older consumers. The new organisation, called Focalyst and led by marketing industry veteran Mike Irwin, will conduct an annual lifestyle survey of 35,000 consumers.

Focalyst is designed to provide information and insight to those who want to reach US 'baby boomers' and 50+ consumers. The group will conduct an annual consumer lifestyle study of more than 35,000 US consumers aged 42+, as well as offering an expert analyst advice and interactive events.

Irwin, the organisation's President, has previously worked as Executive VP and North American Regional Director for McCann-Erickson's MRM Worldwide; as Founder, President and CEO of Maverick Marketing Group; President and CEO of Cadmus Direct Marketing, Inc; and as CEO for Bronson Pharmaceuticals.

Other members of staff include Research Adviser Tony Incalcatera, who also leads syndicated research services for Millward Brown, part of the Kantar Group.

Ken Allard, Focalyst's Executive Strategist, was previously Head of Research Operations at Acumen Sciences and Senior VP of Research at Jupiter Media Metrix.

Evan Neufeld, now employed as Focalyst's Senior Analyst, was previously VP of industry analysis at NPD Techworld, where he focused on technology convergence. Before that he was Senior VP of global research at Jupiter.

Explaining the importance of Focalyst, Dawn Sweeney, President of AARP Services, says: 'There are 76 million baby boomers approaching retirement age and 28% of the US population is over 50 years of age. Savvy marketers are realizing the potential of this population.'

A newly launched web site is at www.focalystresearch.com.

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

• Kantar Millward Brown
• All news
• MrWeb info