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Research papers

Transforming an iconic brand to help customers navigate change in Japan

The world's healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement...

Catalogue: Congress 2018
Authors: Nisha Yadav, Takeshi Oshima
September 23, 2018

Research papers

Myth VS facts

While the ageing phenomenon poses challenges to social and economic development, products and services that serve the needs of the senior consumers appear to be underdeveloped, especially in Asia where the speed at which the population is ageing...

Catalogue: Asia Pacific 2016: Get Connected!
Author: Dangjaithawin Anantachai
Company: INTAGE HOLDINGS Inc.
May 19, 2016

Research papers

Silver age in CEE

ERSTE Group wanted to understand the lifestyles of people over 50 years old, including what segments can be found in their age group as well as what is typical for them. The micro-segmentation and ethnography study we consequently conducted focused...

Catalogue: CEE Research Forum 2014: East Connection
Authors: Petr Kubánek, Lenka Koreková
Company: KANTAR TNS Malaysia
March 24, 2014

Research papers

Spinning a yarn

This paper addresses some of the differences between older and younger brains and how they code information. It takes the reader on a journey of creative techniques that can help researchers move beyond rational claims and elicit deeper feelings that...

Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Author: Sarah Hamburger
March 20, 2011

Research papers

We are alive, we are still a target!

This presentation is based on research comparing the perceptions of marketers and researchers about senior citizens to the reality of these third age individuals over 60 years. With the growth of this population, senior citizens have evolved and it...

Catalogue: Latin America 2010: The Innovation Journey
Author: Cristina Paez
Company: Apoyo
May 21, 2010

Research papers

And they lived happily ever after...

This presentation provides an oversight on how aging and associated health conditions affect the daily life of elderly people. This research project investigated the various domains in daily life where the impact of ageing is most felt, and...

Catalogue: Global Healthcare 2010: Trends And Innovation Booster
Author: Annelies Verhaeghe
Company: InSites Consulting
March 3, 2010

Research papers

The 65+ consumer

On December 8, 2003, President Bush signed into law the Medicare Prescription Drug Improvement and Modernization Act of 2003. This legislation provided new prescription drug benefits for 36 million Americans aged 65 years and older and 6 million...

Catalogue: Global Healthcare 2008: Consumer Choice
Author: Lance Collie
Company: Procter & Gamble
February 6, 2008

Research papers

What about senior consumers?

In the age of digital revolution there is a tendency to believe that computer science and new technologies only impact younger groups. Yet what happens with our seniors?The population aged 50 plus is currently the segment experiencing the highest...

Catalogue: ESOMAR Conference on Digital Futures 2005
Authors: Marta Belmonte, Marta de la Cruz
Company: Ipsos MRBI
March 1, 2005

Research papers

U.F.O. (Understanding Fifties and Over)

This paper describes the research conducted by OMD UK Group into the 50+ market. The first phase of the research was carried out in the United Kingdom and is now being rolled out across Europe. Some of the early findings from Europe are included in...

Catalogue: ESOMAR Conference On Age 2005
Author: Jo Rigby
Company: OMD Group
January 30, 2005