Collaborata

Hacking Longevity: A Three-Generation Perspective on Living to 100-Plus

37 Days To Go

0%

Funded

$0

Raised

0 Co-Funders

Purpose

Fundamental shifts are transforming the older life stages of each generation of Americans, but the effects are largely reported only anecdotally. This study will bring to light the effects and implications of increased longevity on three generational cohorts in the second half of life.

Read additional objectives
Project Details

Methodology

Qualitative/Quantitative

SIX FOCUS GROUPS -- 2 each among GenX, Boomers and Seniors -- will comprise the pre phase of research, which will inform the questionnaire.

SIX ETHNOGRAPHIES -- segmented by the same cohorts -- will comprise the post wave that will be used to inform analysis, A diversity of respondents will be represented in both phases, by age, gender, and marital status.

As with the quantitative phase, the qual will be segmented by three generational cohorts, with Xers, Boomers, and Seniors equally represented in both the pre focus-group sessions and in the post ethnographies

The proposed markets are Philadelphia and Phoenix, chosen for dispersion of geography (East vs West), climate (4-seasons vs 2-seasons), family support (family nearby vs disconnected), and ethnicity (well represented by African-Americans vs Hispanics, respectively).

Statistical analyses may included once the questionnaire is developed. All findings will be tested for significance at the 95% confidence level.

The sample will be pulled by a Research Now, who has deep experienced in drawing cross-generational platforms and with strong representative samples of older Americans.

The total sample of 2,100 will be equally segmented by GenX (ages 33-52), Boomers (ages 53-71), and Seniors (ages 72-plus). Respondents were be demographically dispersed (age, gender, ethnicity, region) within these three cohorts.

AS A QUAL/QUANT PROJECT, THE REPORTING WILL INCLUDE THE FOLLOWING 4 PHASES:

1. Qualitative: Insights and recommendations, primarily designed to inform the quant, including nuances to drill down on and quantify in the next phase
2. Quantitative: Detailed analysis together with full data tables
3. Final Combined Qual/Quant Report: Reveals the complete story in detail
4. In-Person or Web-Based Presentation (arranged separately with Lori Bitter; travel expenses would be billed at cost for an in-person presentation)

AS A QUAL/QUANT PROJECT, THE REPORTING WILL INCLUDE THE FOLLOWING 4 PHASES:

1. Qualitative: Insights and recommendations, primarily designed to inform the quant, including nuances to drill down on and quantify in the next phase
2. Quantitative: Detailed analysis together with full data tables
3. Final Combined Qual/Quant Report: Reveals the complete story in detail
4. In-Person or Web-Based Presentation (arranged separately with Lori Bitter; travel expenses would be billed at cost for an in-person presentation)

Lori 3977retouchwebsize

Name: Lori Bitter

Company: The Business of Aging

Previous Projects: 1

Rating: Supplier has not been rated

The Business of Aging research group has been working together for more than 17 years in various organizations. Each team member has more than 20 years of experience in qualitative and quantitative research with older adults, comparative analysis, and generational insights. Experience shows in every aspect of their process from development of screeners to reports.

To date, this team has conducted 3,000+ focus groups, IDIs, and ethnographies as well as nearly 1,000 quantitative surveys and analyses focused on the mature consumer and surrounding generational cohorts.

Lori Bitter, President, is a well-known, well-respected expert. She is the author of "The Grandparent Economy," which is available from Paramount Publishing.

Lori specializes in message strategy and strategic development. Her passion lies in the world's aging population, infrastructure needs, public policy, and the business response. She has contributed to several books on aging consumers and is hard at work on a new book.

LORI BITTER, President, leads this important project. Lori is a well-known, well-respected expert on aging and has authored the book, "The Grandparent Economy," which is available from Paramount Publishing.

Lori specializes in message strategy and strategic development. Her passion lies in the world's aging population, infrastructure needs, public policy, and the business response. She has contributed to several books on aging consumers and is hard at work on a new book.

JOYCE SNELLl directs qualitative research for The Business of Aging. An experienced moderator, she provides custom design and personal attention for every client. With more than 20 years of experience, Joyce works in traditional and online environments across a range of methodologies and industries -- in consumer and B2B markets.

CHUCK HURST directs quantitative research for The Business of Aging, specializing in consumer branding/positioning, segmentation, and product development research. With more than 25 years of consumer-research experience, he has directed hundreds of studies across a broad spectrum of industries and types of businesses -- from start ups to Fortune 100 companies. For the past 15 years, Chuck's focus has been on developing a deep understanding of Boomers and older consumers. As the former Director of Research for JWT BOOM and JWT Inside, Chuck led multiphase research initiatives for Pfizer, Posit Science, Oticon, Sunsweet, the Wall Street Journal, Microsoft, The Home Depot, and AOL.

3 LEVELS OF CO-FUNDING:

DIAMOND
-- Significant input into the research via calls with Lori Bitter, the project leader and noted authority on aging, before both the qual and quant phases
-- Two invitations to AARP's "Living to 100" event on April 12, 2018, in Washington D.C., where the research will be debuted and your organization will be named as a co-sponsor of this research
-- In-person presentation of findings at your site by Lori Bitter (travel expenses billed separately at cost)
-- Consultative phone call following presentation with your team and Lori Bitter
-- PRICE: $50,000 (buy 2 shares of this project)

GOLD
-- Input into the research via a single call with Lori Bitter, the project leader and noted authority on aging, in advance of fielding
-- One invitation to AARP's "Living to 100" event on April 12, 2018, in Washington D.C., where the research will be debuted
-- WebEx presentation of findings for your organization with Lori Bitter
-- Full reporting, as detailed within this posting
-- PRICE: $25,000 (buy 1 shares of this project)

SILVER
-- Group WebEx presentation of findings led by Lori Bitter (to be attended by other co-funders)
-- Full reporting, as detailed within this posting
-- PRICE: $9,500 (TO BE OFFERED ONLY AFTER THIS PROJECT IS FULLY FUNDED)

Add Comment

Error: You must enter text in the box below.



The Pitch

To date, the concept of increased longevity has been treated as conceptual and aspirational, as in “What will you do with 30 extra years?” Most of what we know about this expansion is anecdotal, even though we see and are experiencing seismic shifts at every stage of life. We see it as young adults spend more time in school or at home, delaying their emergence into adulthood. And we are increasingly hearing about the effects on the workplace, the plan to retire, and how to use the years added to midlife and old age.

Rather than approaching this as an “aging” study, we will be studying these shifts -- some subtle and some quite large -- with a beginner’s mind. We want to listen carefully and understand how people are “hacking longevity” and if the idea of longer life informs plans and thinking. This study is designed to frame the issues for brands and organizations who want to play an active role in serving the longevity economy in meaningful, informed ways.

This research is being underwritten in significant part by AARP; please join AARP by co-sponsoring this landmark study and assuring its launch.

Become a DIAMOND or GOLD Sponsor (click on "Promotional Offerings for Co-Funders" at left-hand side) and receive input into the research and be invited to attend AARP's "Living to 100" event on April 12, 2018, in Washington D.C. (At the Diamond level, you'll receive two invitations and your organization will also be named as a co-sponsor of this research.)

Co-funding price: $25,000.00 Co-fund this project