Our senior baseline study 4.0 is a rheingoldShare study.
With the studies from the rheingoldShare series, we offer you the opportunity to acquire study results on a specific topic. Contact us!
They can profit from study results for their company to the point and adapt strategic company orientations to the market according to targeted questions.
Seniors 2018: Where have all the old people gone?
After 1999, 2007 and 2013, it is time for a new study on the older generation (55 - 75 years).
Our studies show: Fixed relationships, in which the target group of the older generations also grew up, are increasingly being lost. People of "older age" are increasingly living in a "liquid modernity" characterized by more open working and leisure conditions, digitalization in the most diverse areas of life, and increasing fragmentation in the area of nutrition.
How does the 55+ generation experience itself today?
What life plans, expectations and desires characterize this generation?
What overarching attitudes to products, services and advertising are evident?
How can this group be captured and addressed from a marketing perspective?
These and many more questions are answered by the rheingoldShare study in relation to the 55+ generation.
"Generational boundaries will dissolve. The question of how to understand and address the 55+ target group as a company will become particularly relevant in the near future."
Heinz Grüne, psychologist and Managing Partner at rheingold
The target group
After the years 1999, 2007 and 2013, it is time for a new study on the older generation (55 - 75 years).
In order to approach the target group as broadly and differentiatedly as possible, 96 seniors will be interviewed in two rheingoldGroups and 80 qualitative-psychological rheingoldInterviews.
The breakdown is made into 48 employed respondents aged 55-65 and 48 retired respondents aged 66-75. It is also taken into account whether the respondents live in urban or rural areas.
Heinz Grüne has been managing director at rheingold since 1988.
His scientific focus is on research into digital media and their impact on everyday life, on senior citizen culture, and on the consumption psychology of food, with an emphasis on beer.
Tel.: +49 221-912 777-56
E-mail: gruene@rheingold-online.de
Frank Quiring, a graduate psychologist, is a member of the management team at the Cologne-based market research institute rheingold. Frank Quiring's work focuses on packaging, food/beverages, and cultural psychology. Quiring is one of the authors of the rheingold youth studies, which regularly take a close look at the sensitivities, issues and trends of young people.
Tel.: +49 221-912 777-69
E-mail: quiring@rheingold-online.de
