Up-close research on retirement living.

At Varsity, research means listening closely, asking better questions and sometimes stepping directly into the experience. The insights we uncover are shared to inform and inspire the industry. Featured projects include:

  • THE VARSITY ROUNDTABLE PROJECT – A weekly virtual conversation that brings together senior living professionals from across the country to share challenges, exchange ideas and support one another. Featuring guest voices from research, sales, digital and beyond, the Roundtable has become one of the senior living industry’s most trusted forums for connection and shared insight. It comes to life with a weekly sales & marketing Roundtable, a monthly CCaH Roundtable and a quarterly Executive Roundtable.
  • THE NAMESTORM PROJECT – In partnership with LeadingAge and Mather, this initiative reimagined the outdated term “CCRC.” Through extensive research with consumers and professionals, the term “Life Plan Community” was introduced—along with the strategy and creative to bring it to life across the industry.
  • PROJECT LOOKING GLASS I – Varsity researchers moved into a retirement community for 30 days, living alongside residents to gain a deeper, more human understanding of daily life.
  • PROJECT LOOKING GLASS II – A second immersive study in a different region, comparing experiences and uncovering new insights into resident life and evolving expectations.
  • PROJECT LOOKING GLASS III – A shift in perspective that explored the decision-making journey of prospective residents and what truly influences their move to senior living.

To learn more about any of our research projects, or schedule a presentation of the results, please contact us.