Yes. Why?… some things you just know – like stepping in mud is hardly ever a good idea or that kids and puppies will always be cute.

Every target audience imaginable has been researched for years, but seniors have never been the new hot target. Not only is that changing, but it represents a huge opportunity for companies that truly understand the complexity and different types of senior lifestyles and mindsets.

The beauty of this project is that it will not only cover a multitude of subjects, but it will also put them in context of a senior’s life as a whole. Sure, we’ll be looking at complex issues such as the role of relationships among seniors… but also the day to day problems. As one gentleman in the retirement community put it, “I have an idea, how about you research how hard it is to open things. Everything is too hard to open… even the things they say aren’t.”

Last Tuesday was our first encounter with residents of Garden Spot Village—we announced the purpose of our research and let them know we were coming to live with them for a month to talk about the challenges they face every day as older adults. The instant feedback was amazing! Before we were done presenting hands were waving, voices were calling out—residents caught on to our mission VERY quickly and have obviously been pondering, evaluating and maybe even stressing over the physiology of aging, more specifically the way products are manufactured and marketed to our older adults. Right after, I spoke with my best friend in DC who’s physically weak but mentally unconquerable, 92-year-old father remains in INDEPENDENT LIVING here in a Harrisburg CCRC. Word is the only way they will forcibly transfer him to assisted living without his agreement is if he falls in the hallway. Imagine the angst she must feel being the “bad guy.”