Focalyst Launches Massive Baby Boomer Study

New York-based Focalyst, a joint venture of AARP Services Inc. and The Kantar Group, the research, insight and consultancy arm of WPP, just launched the most comprehensive survey ever on Baby Boomers and older consumers.

The inaugural "Focalyst View" is expected to have a return of 35,000 respondents, ages 42 and older. The nationally representative survey covers a range of topics, from media preferences and technology adoption to retirement plans and spending habits, with the goal of understanding the needs, behaviors and attitudes of the country's wealthiest consumer group. The study will be conducted annually, providing clients with year-over-year measurements to help them see trends and assess the impact of strategies and services.

"It's no secret that older consumers are often sidelined for the 18-49 demographic," says Mike Irwin, Focalyst's president and chief executive officer. "But Baby Boomers are challenging the social and economic norms of aging, and companies are starting to recognize this new business opportunity." Irwin was a keynote speaker at the Boomer Business Summit last month.

To develop the View, Focalyst interviewed senior executives at Fortune 500 companies to ensure the results would help businesses identify new opportunities, meet customer needs, and address current challenges. The questionnaire adheres to highest standards of research methodology, and reflects AARP's vast understanding of this market and Kantar's research expertise.

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