Uncover the true colors of aging and utilize them to market your products.
Our Services
We understand getting older as an opportunity, and your target groups perceive it the same. "A window looking into nature"
Consequently, we use methods which recognize aging in all its dimensions. We work with moderators who discuss at eye level. We apply sensible and innovative analysis techniques.
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With the application of the appropriate techniques, we neither face limitations generating insights about the elderly, nor do we only talk age-related limitations.
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Discover the different perspectives of aging with us.
Here is what we mean.
“Growing old” doesn’t mean what it used to, and today’s aging population isn’t ready to conform to age-related stereotypes. Today’s seniors are a more diverse, dynamic population more likely to say, “I make the world the way I like it”.
No wonder cross-generational marketing is a welcome approach when it comes to medical aids such as blood pressure monitors, nebulizers, heart rate monitors, compression stockings, nutritional supplements or skin care products.
But why is it that over 60% of users of such aids for age-related symptoms say that today their requirements and expectations of such devices differ from when they were younger? And not just in terms of color, usability or readability, but also in terms of related communications?
We have been working intensively on these and other questions since 2023. In March 2023 we conducted an extensive qualitative study in Germany and Spain and in April 2024 a Germany-wide online study on the topic of life phases and growing older.
The statements from a total of 2184 people between the ages of 50 and 75 and 75 people between 30 and 45 clearly show that:
• There are generation-specific sensitivities and needs in terms of age-related symptoms.
• Mental and practical strategies for dealing with age-related symptoms also differ by generation.
• The expectations and goals regarding the use of various aids are life-stage-specific.
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Reach out to us to discuss - we are happy to share.
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Aging: A Business Opportunity
Aging: A Business Opportunity
Our Methods
Consideration 1
Yes, the elderly need to be addressed with specific methodological approaches.
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Specialized methods for the elderly often focus the possible limitations of this target group: restrictions of sight, low knowledge in terms of online instruments, limited mobility, etc.
At PPP we are aware of possible limitations; yet we know they are less central when choosing goal-orientated methods.
In fact, the topic "AGING" itself is the crucial point that should determine the choice
of methods.
Goal-oriented methods help respondents to overcome barriers to deal with the topic of aging, open the view and look behind the scene, without intimidating or stressing participants and thus sharpen the view on the topic.
Consideration 2
"The Elderly " are not a homogeneous group!
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The market of "the Elderly" is as multifaceted as that of car drivers, tourists or internet users. There are many different sub-segments within this target group with very diverse needs.
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"Now that I am getting older, I prefer to do things with more calm." (Man, 58)
"I am still very confident with myself. Some tell me that this is too much for me, but I cannot accept that."
(Woman, 70)
Product positioning should not try to address "the Elderly" as a whole. Ideally, it should focus on specific sub-groups.
First, lets get the sample definitions right.
Then: Let us look together into Developing Personas for the Elderly.