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Baby Boomers and Beyond
MR provider Focalyst, a joint venture of AARP Services Inc. and The Kantar Group, is conducting 'the most comprehensive survey ever' of the US market among those aged 42 and over.
Focalyst specialises in Baby Boomers and older consumers. The study, 'Focalyst View', will start with c.35,000 respondents and will cover a range of topics, from media preferences and technology adoption to retirement plans and spending habits, with the goal of 'understanding the needs, behaviors and attitudes of older Americans'. The study will be conducted annually and provide trend information.
President and CEO Mike Irwin comments 'It's no secret that older consumers are often sidelined for the 18-49 demographic, but Baby Boomers are challenging the social and economic norms of ageing, and companies are starting to recognize this new business opportunity.'
J.P. Morgan Chase and UnitedHealth Group are among the launch clients and helped with survey planning.
The launch of Focalyst, which is based in New York, was announced in DRNO on 9th December last year (www.mrweb.com/drno/news4933.htm ). The firm online at www.focalystresearch.com .
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