Critical Mix and Issues & Answers Launch kNOW Seniors

Sampling and data collection provider Critical Mix and MR firm Issues & Answers have partnered to launch an on-demand insights service called kNOW Seniors, to provide access to the opinions of US citizens aged 55 and older.

The partnership combines Issues & Answers' expertise in the senior market with Critical Mix's online survey tools and technology. Each wave of the new service will represent 1,500 US seniors, balanced by gender, age and region to the most recent Census results; with results available in a data visualization tool. Keith Price, Critical Mix co-CEO, says that with seniors representing a growing percentage of the consumer population, the new offering will give researchers a better understanding of their habits and influence.

Joe Baldi, Senior Partner at Issues & Answers, adds: 'The senior market is often an overlooked sector among marketers even though they represent the largest growing demographic. It should also be noted that their large disposable incomes are being spent on gifts for their grandchildren, luxury vacations and top-of-the-line automobiles, as well as healthcare, financial services and every day staples. Thus, it behooves marketers to understand who they are and what their needs are. The kNOW Seniors product is the vehicle to do that'.

Web sites: www.criticalmix.com and www.issans.net .