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For more information contact Common Good Research
Older People
Communicating with Older People
The overall aim of this Common Good research project amongst Older People is to develop understanding of how Government can communicate more effectively with this target audience both in terms of how to develop messages and how to implement campaign strategies.
The project has been set up in three main stages:
- Desk research
- Phase 1 Qualitative Research Amongst 50 - 75 Year Olds
- Phase 2 Qualitative Research Amongst Those Aged 76+
Desk Research
The desk research provides a comprehensive review of research studies and available data from 72 sources covering key variables (population and trends, work, finances, health, caring, socialising, transport, crime, citizenship, media consumption, buying behaviour and quality of life), segmentations, life stages and key moments, communication routes and messaging for Older People.
Clicking on the navigation on the left accesses the desk research. Reports are structured as follows:
- Report 1: Commentary on the key findings (62 pages)
- Report 2: Summary of Sources provides the supporting evidence base for Report 1 (210 pages)
- Report 3: Key Findings for Communicators - a short summary of the key findings (24 pages)
Primary Research
The Phase 1 and 2 Qualitative Research provides an insight into the subjective experience of ageing amongst older people. It assesses how to meet the information and communication needs of people facing the issues of ageing and provides a segmentation of this group in the context of their information needs, attitudes and support networks.
Click on the navigation on the left to download the final reports from the Phase 1 & 2 Qualitative Research.
Stop Press
Click on the navigation on the left to download the presentation charts from the Common Good Seminar of 29 March 2006.