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MRS urges researchers to tap into the ‘grey pound’Date: 25 November 2005 Adulthood ends at 50 – according to the world of market research. But with today’s ageing population, the issue of needing to research and market to the older consumer is of increasing importance – and marketers can no longer afford to ignore this crucial age-group. On 31 January 2006 experts from the supplier- and agency-side will come together for a one day conference to share their expertise and experience in researching the ‘grey market’. Whilst advertisers’ obsess about youth marketing and product developers fail to understand what the mature consumer wants or even needs, they will argue that it is time for market researchers to take a stand in targeting the over-50s. Held at RSA in London, and sponsored by FDS International, the ‘Getting Old and In the Way? No Way!’ is the next in the series of Research Conferences organised by the MRS. The programme will include client-side speakers Analia De La Fuente, consumer and market insight manager at Dove, and John Pickett, head of market and media research at Saga, alongside agency specialists such as Reg Starkey, Consultant Creative Director at Millennium Direct, and Heidi D’Agostino, vice president of Strategy One. The conference will look at the character of the ‘grey market’, exploring the challenges facing all those reaching and targeting this diverse age group – whether client-side, researcher, advertiser, planner or creative agency. Sophie Russell-Ross, conference manager at MRS, explains: “Researchers need to tap the potential of the ‘grey pound’. This huge section of society can contribute a wealth of experience and ideas to researchers, and often have higher disposable incomes than younger adults – so they should be a prime target for advertisers and product developers. This market has been too long overlooked – and this conference will aim to reverse this mindset, encouraging delegates to pioneer new ways of researching this group, and in turn, highlighting what this information can offer users of research.” The conference will include sessions from ‘how to reach and research the older consumer’ to ‘how inclusivity in design and marketing can create opportunities in this lucrative sector’. Speakers will offer valuable tips on convincing organisations of the potential for allocating spend in this sector, and will highlight how research feeds into products, services and communications that appeal to this diverse age group. ‘Getting Old and In the Way? No Way!’ runs from 9.30am to 5.20pm on Tuesday 31 January. For more information or to book a place please contact Elaine Merrins (elaine.merrins@mrs.org.uk). Notes to editors Confirmed speakers for ‘Getting Old and In the Way? No Way!’:
With members in more than 70 countries, MRS is the world’s largest association representing providers and users of market, social, and opinion research, and business intelligence. MRS serves both individuals and organisations who identify with its core values of professionalism, excellence, and effectiveness. It has a diverse membership of individual researchers within agencies, independent consultancies, client-side organisations, the public sector and the academic community – at all levels of seniority and in all job functions. Research Conferences, organised by the MRS, take place throughout the year and offer a seriesof leading-edge one-day conferences, seminars and workshops.
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