Hacking Longevity

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.

Questions?

Contact Us

0% funded

10% for you,
10% for your friend

About

Objectives

  • Identify changes and adaptations in life-stage patterns; codify these shifts for future comparisons and study
  • Understand the implications of increased longevity on the nature of families, their structure and behavior (i.e., Is there a true multigenerational effect?) and their planning for longer lives
  • Explore related challenges and issues when it comes to the workplace, housing, finances, education, and particularly leisure
  • Bring insights to bear on late-in-life planning, including giving, legacy, housing, end of life
  • Understand how different generations view personal fulfilment at their life stage and in the context of longevity

Why?

To date, 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.

Methodology: Qualitative/Quantitative

Approaches:

Qualitative research will be conducted pre and post the quantitative. The pre phase, comprised of focus groups, will inform the questionnaire. The post phase, based on ethnographies, will inform analysis, providing color, subtleties and highlights, and also allow for the capture of video to be used in the presentation,

The ethnographies will be conducted in-home, to allow greater in-depth understanding with a senior (or, if married or living with significant other, a senior couple) and to match their opinions/attitudes with their lifestyle/living situation.

Qualitative Design

Number of research sessions (or interviews) by specific approach:

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.

Qualitative Research Target

Gender: 50% Male, 50% Female

Ethnicity: Approximates national population distribution

Ages: 33 to 85

Additional Demographic Screening:

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

Geography: US Only; Approximates national population distribution

Number of Markets: 2

Specific Markets:

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).

Quantitative Design

Number of Interviews: 2100

Interview Length: 20 minutes

Statistical Analysis:

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

Sample Source:

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.

Quantitative Research Target

Gender: 50% Male, 50% Female

Ethnicity: Approximates national population distribution

Ages: 33 to 85

Additional Demographic Screening:

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.

Geography: US Only; Approximates national population distribution

Deliverables

Reporting: Formal Report; Video Report

Presentation: Both web-based and in-person

Additional Deliverables:

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)

An in-person presentation is available at your site. Cost does not include travel expenses, which are billed at cost.

Timing: 14 weeks from funding to delivery of final report

Supplier

Company: The Business of Aging

Previous Projects: 2

Rating:

Supplier's Qualifications:

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.

Supplier's Team:

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.

Comments

Add Comment

Error: You must enter text in the box below.

X