AUDIENCE SPOTLIGHTS:
Insights into researching Older Australians
(Health, Finance, Lifestyle)  

Summary
For the purpose of simplification, I’ve defined Older Australian’s as 60yrs-75yrs+ – they represent ownership of 30%-35% of the Nations assets and spend approximately 25% of the nation’s disposable income, they’re spending is expected to growth by 60% in the next ten years (source: Fiftyplus Australia).  In fact, surveys have shown that more than a quarter would be satisfied to use up all of their own assets leaving nothing for their children.  So they are the “cashed up Gorillas in the room,” the part of the Australian population that we must appeal to.    

Their insight’s are by far the most important consideration for the Health, Finance and Tourism sectors to mention but a few, so how do we actually get to them – where are they, what do they respond to, how they participate.

Challenges       

Let’s explore the data collection idiosyncrasies researching Older Australians.

Negative considerations that impact research:

• Certain ethnic/geographic groups feel ‘over-researched’ and have a negative perception of research, therefore they are reluctant to participate – this is particularly true for suburban metro areas
• Antipathy of experience – older respondents tend to believe that they cannot make a difference and that nothing will change despite the research occurring, this is particularly true for social research, there participation may reflect this and questions may need to be shaped to counter this.
• Consideration needs to be given to suitably accessible venues – older Australian males and females can have an aversion to using public transport and driving in the inner city metro areas.
• People with hearing problems are excluded, despite best efforts, if this is important, use alternative methodologies such as typed mail/online.
• Age/power imbalances — tension can develop between respondents and researchers.  They will tend to challenge the purpose/integrity of the research or the question asked e.g. “why are you asking me that when you should be asking me this” or “is this really for research?”  Researching older Respondents leads to more research complains.
• Prospective respondents may experience a lack of confidence, unfamiliarity with research “I don’t think you would want my opinion” which leads to not only higher levels of refusal but a research bias.
• Use more formal language, be prepared to fully explain jargon more often and if text is involved ensure the font size is appropriate.
• Question timing— their involvement can significantly alter the research timing especially if probing of open questions is involved – people with vast experience don’t mind sharing it if you ask them, consider a limit or ask for their top 3 priorities.   

Positive aspects that impact research:

• Are generally more concerned for others – especially to safeguard the futures of their children and grandchildren.  Studies which appeal to this are readily responded to.
• Understand they have the respect of decision makers and their voice can count
• Are in the strongest position to notice changes in the environment and have the deepest experience, they’re insights are on balance more valuable
• Respect time—older people have other commitments contrary to belief that older people's time is widely available but they are generally more accessible at a wider range of times for research than their juniors and tend keep their appointments
• Researchers underestimate these people's desire to become more actively involved and receive further communications – tracking studies are particularly well administered
• Are in fact the first age quotas to fill up in most random CATI studies making them the most inexpensive group to research

Conclusions

For further useful insights I strongly recommend reviewing the profile of older Australian’s demographics and trends in a paper from the Department of Health and Aging (here). 

Older respondents are valuable and important to both social and commercial Researchers; they do however, participate in research uniquely to the 18-59yr Age bracket.  Showing some consideration to their idiosyncrasies will yield golden insights from their golden years yet, whatever you do, don’t call them old, for contemporary Australian’s 60yrs+, they consider themselves only “middle aged.”  

Enjoy your Week, Drew.

See about how to avoid Export Instruction Mistakes

Return to Article Library

See a further Article on Customer List Traps