Stereotypical views of older people are preventing marketers from communicating effectively with them. Jenny Hearne, head of thinkers’ thoughts at behavioural research agency Watch Me Think, uncovers their views and aspirations through an in-depth qualitative study.
Slow. Inactive. Riddled with health issues. Set in their ways. Closed to change. No longer capable of learning new things. The type of people that hold up the queue at the supermarket checkout?
Watch Me Think’s latest research sets out to challenge the stereotypical view of the over 55’s. To uncover the realities of a life stage that isn’t quite OAP, yet neither is it OTT.
The observations made bring proof that when you reach this stage of life you don’t consider yourself to be old… but those aching body parts certainly remind you of the reality.