Varsity's Ethnographic Research: Valuable Insights Inform How You Market to Seniors
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Matt Bekelja from the Varsity team, explains some of the insights we found during our Project Looking Glass research initiative that lead members of our team to live in a continuing care retirement community for 30 days. Matt explains how this valuable research drives our process for creating winning marketing strategies.
Transcript of Varsity's Ethnographic Research: Valuable Insights Inform How You Market to Seniors
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RESEARCH
Never market to someone until you’ve walked in their shoes.
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Our researchers lived with seniors for 30 days.
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TOPLINE
INSIGHTS
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“Don’t let my white hair fool you. I’m as sharp as a tack!”
OLDER BODIES, YOUNGER MINDS
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STAGE, NOT AGE
“I joined a yoga studio to find
inner peace after my wife passed.”
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FEARS…
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TAKE “IT”
FOR GRANTED
“I can get anything I
need at Wal-Mart, but I still
prefer the corner store.”
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DECISION TO MOVE
“I wish I had moved in sooner because of the friendships I’ve made.”
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WE THINK WE KNOWWE KNOW WE KNOW
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Let’s go!