Methodology: Qualitative/Quantitative

Approaches:

Qualitative research was conducted pre and post the central quantitative phase. The pre phase, comprised of focus groups, informed the questionnaire. The post phase, comprised of ethnographies, informed analysis, providing color, subtleties and highlights, and also allowed for the capture of video to be used in the presentation.

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

Qualitative Design

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

SIX FOCUS GROUPS -- 2 each among GenX, Boomers and Silents -- comprised the pre phase of research, which was used to test hypotheses and inform the questionnaire.

SIX ETHNOGRAPHIES -- segmented by the same cohorts -- comprised the post wave to inform analysis,

A diversity of respondents was 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 central quantitative phase, the two qualitative components were segmented by the three generational cohorts, with Xers, Boomers, and Silents 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:

Philadelphia and Phoenix, chosen for geographic dispersion (East vs West), climate lifestyle implications (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

Sample Source:

The sample was be pulled by 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 is equally segmented by GenX (ages 33-52), Boomers (ages 53-71), and Silents (ages 72-plus). Respondents were demographically and geographically dispersed (age, gender, ethnicity, region) within these three cohorts.

Geography: US Only; Approximates national population distribution

Deliverables

Reporting: Formal Report

Presentation: Both web-based and in-person

Additional Deliverables:

AS A QUAL/QUANT PROJECT, REPORTING INCLUDES THE FOLLOWING 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. Web-Based* Presentation by expert and research lead Lori Bitter

An in-person presentation by Lori Bitter is available at your site at an additional charge. Please contact Collaborata for pricing and availability.

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.