Over the years, Varsity has not only conducted research on behalf of various clients, but also to expand our own knowledge of the mature market. We’ve spoken to older adults about everything from homecare offerings to end-of-life planning.
Roll over the text below to learn more about some of the insights we have uncovered in our recent research. If you would like more information or would like to discuss one of these insights in greater detail, please drop us a note or call us at 717-652-1277.
Q: What are some food trends we are hearing about from the mouths of the mature market?
A: When it comes to food, the mature market has some interesting things to say. Raised during a time when it was customary to have a hot meal on the table every night, some have followed that tradition while others are finding ways to save on time. And despite having a reputation for being stuck in their ways, many of the older adults we spoke with are willing to “try anything.” Perhaps even more surprising, they’re turning to the Internet to find the next best recipe rather than using that old cookbook on their cabinet shelf.
Q: What do older adults know about homecare?
A: Varsity recently conducted homecare focus groups and from this research, discovered there is confusion among consumers about the homecare industry, its services and the potential role it could play in the care of loved ones of various ages. As a result, Varsity conducted an online experiment to determine whether consumer behavior matched what we heard during our focus groups. We drove people interested in homecare services to a non-branded website (homecareanswers.org) through an SEM campaign. The results from this test were impressive. To learn more about the actual statistics and also discover the potential revenue SEM could yield for your services, email or give us a call at 717-652-1277.
Q: What is one of the most important reasons older adults make the decision to move into a retirement community?
A: Peace-of-mind. Older adults feel reassured by the knowledge that care will be available to them when it’s needed. The last thing they want to do is become a burden to their families. Reputable, quality care will continue to be an important consideration as older adults look to select a community that’s right for them.
Q: How important is it for senior living facilities to have a wellness program in place?
A: Marketing your wellness program as a value-added service at your senior living community differentiates you in the marketplace. These programs give seniors ways to alleviate their top fears: loss of mobility, mental acuity and social interaction/outlets.
Q: What's the biggest barrier for consumers when it comes to planning their funerals?
A: People are uncomfortable having a conversation about death with their friends or loved ones. The benefits of pre-planning must be made apparent by a professional who puts them at ease and makes them feel secure in knowing they are doing the right thing for themselves and their families.
Q: How do seniors view bathroom fixture decisions?
A: In the 55+ market, consumers are looking for functionality and durability. They need products that they can currently use that will meet their future needs, such as lever handles and toilets that are at the right height. And although consumers are looking for specific products that will meet their needs, they do not want to lose the look or feel of luxury.
