Market in View led focus group sessions with senior consumers in order to understand this valuable segment’s perceptions about mobile technology and to identify the marketing strategies that best resonate with this group.

service: Qualitative
completion date: January 2010

the approach: A small base of communications decision makers between ages 60 and 80, who also met specific usage and behavior criteria, participated in focus groups held in two cities. Focus group moderators created a supportive environment in which seniors were comfortable discussing their perceptions and apprehensions about mobile technology.
the results: In these directed focus groups, Market in View evaluated two device categories. Participants thoroughly assessed the features, benefits and messages about the category types presented, and provided feedback about specific marketing language and promotional ideas they found most appealing. Market in View identified seniors’ primary purchase drivers, as well as the intimidation aspect of technology and top barriers to purchasing new mobile devices. Information in the final report enabled Market in View’s client to determine the optimal approach to reaching this target segment.