UK and Canada Focus on 50+ Research

Decima Research in Canada is working with web publisher the 50Plus Group to conduct research into consumers aged 50+. Meanwhile, the UK's Age Concern Research Services has joined forces with magazine publishers and media agencies to launch quarterly surveys of the 50+ market.

Under the new partnership, visitors to the 50Plus Group's web sites will be invited to join Decima's EVOX online panel, and to complete surveys in exchange for rewards. The two organisations are designing a series of syndicated studies, looking at subjects from home entertainment, cars and financial products to health, fitness and volunteering.

Decima is establishing a 50 Plus Specialty Practice, led by Partner Dan Kirkland, to develop these syndicated products and provide custom research services. Kirkland states that today's 50+ consumers will not behave like previous generations, adding that they are 'awash in information, improved in health, and in many cases, flush with financial resources'.

According to 50Plus Group President Eric Vengroff: 'Demand for marketing and public affairs insights into the 50-plus segment is exploding, as is demand for marketing solutions. This partnership puts us in a position to provide unrivalled expertise when it comes to the design and delivery of marketing solutions for leading brands and institutions.'

Decima CEO Bruce Anderson added: 'The future of research lies in building large panels of people who are willing to share information about their values, preferences, and behaviours, and being able to reach them in a targeted, time and cost efficient manner.'

The companies are online at www.50plus.com and www.decima.ca

In the UK, magazine publisher Emap Esprit has joined forces with creative advertising agency Leo Burnett, media agency Starcom and research agency Age Concern Research Services (ACRS) to launch Access to Senior Knowledge (ASK).

ASK is described as 'a new marketing think-tank' that aims to dispel the myths surrounding older consumers, and to present evidence in favour of targeting more marketing spend at the group, which is estimated to be worth £240bn annually. Quarterly surveys will be conducted using the ACRS 50plusview panel of 10,000 respondents, which was developed in conjunction with GfK.

Eddie O'Brien, Head of Research and Communications for Emap Esprit, says older consumers have often been seen as stuck in their ways. However, ASK research found that 51% of 50- to 54-year-olds and 44% of 60 to 64-year-olds switch brands regularly.

Age Concern Research Services is online at www.ac-rs.co.uk

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