The increasing median age of U.S. consumers over the next decade and beyond will have significant implications for the marketing strategies pursued by corporations, particularly with regard to the development of new products targeted specifically toward elderly consumers. Researchers asked to assist in these efforts will face similar challenges in terms of the methodological and analytical approaches utilized when accessing the voice of this important segment. Aside from recognizing the differences that exist between various segments of seniors (e.g., 55 – 64 year olds versus 75+), we must also take into account the specialized needs and capabilities of these consumers at multiple stages of the research project cycle. Primary research among older adults is a specialized discipline calling for a specific set of tools, techniques and considerations.

The Praxi Group offers an extensive history of successful primary research conducted specifically for the senior consumer segment, including studies pertaining to telecommunications, food and beverages, health care and transportation. We would welcome any opportunity to review our capabilities in this area with you in greater detail.