Eighteen percent of the UK population is over 65, with the number of older people expected to rise significantly over the next 20 years – but how do we gain genuine insight to understand and better serve this key consumer group?
When businesses seek insight about consumers they often draw on customer panels, which use online platforms to track a particular groups of people’s experience of products and services. Considering that 4.2 million people in the UK aged over 65 are digitally excluded, the diverse opinions of this age category just can’t be captured online.
This is where Three Hands Insight and the newly launched Older People’s Panel comes in. We’re developing the panel with Open Age, a charity that champions a positive approach to later life for older people in London. The panel brings together a group of beneficiaries in face-to-face sessions facilitated to encourage open ‘straight talking’, supplemented by occasional phone conversations and emails; that’s as digital as it gets!
At last week’s taster session we whet the group’s appetite with discussions around trust in digital banking, reactions to online shopping and the importance of human interaction to consumers in this age category.
The panel will reconvene, pop-up style, for 8 to 12 weeks to respond to particular client briefs around testing and validating concepts, products and services.
“Key to ensuring later life is a positive and fulfilling experience is allowing older people’s voices to be heard. Our members want the opportunity to influence the development of polices and products that affect them, and our Panel is a way for you to access that valuable insight”.
Iain Cassidy, Chief Executive, Open Age