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Our Unique Advantages

Five things make us unique in the 50+ consulting market.

We make actionable recommendations

Many researchers are happy to drop a thick report on your desk. We don't think that's good enough. Our research reports don't just present data: They conclude with specific ideas of what to do next.

We know how to research the 50+ market.

Our partner, SIR, has conducted thousands of studies on the 50+ market -- more than 50 for the American Association of Retired People alone. Over the years, SIR has honed its skills in conducting research among older consumers. These include survey design techniques, fieldwork interviewing protocols, and a data analysis approach that uses a generational lens as a contextual backdrop.

Our clients have access to the Boomer Project's growing database of insights -- including 7,000 consumer interviews per month.

Boomer Project clients have access to our past studies on generational issues in healthcare, financial planning, employment satisfaction and management of life changes.

In addition, our clients have access to BIGresearch's Consumer Intentions & Actions Study (CIA).

BIGresearch's CIA measures purchase plans, shopping behavior, migration from one store to another, and hundreds of other retail shopping behaviors and planned actions. This survey, executed monthly for seven years, is fielded the first week of each month. By the third week of the month, the data is available for analysis of generational differences.

We can tell our clients what's on the minds of Boomer Consumers relating to overall economic confidence, personal shopping behavior and plans, store preferences and other information. We can cut the data across any demographic aspect -- income, education, household composition, job, geography and many other criteria. We can even show trends over time.

Our clients also have access to BIGresearch's Simultaneous Media Study, conducted twice a year among 15,000 consumers, where we can dissect and analyze the media habits of Boomer segments across 33 traditional and new media types.

Our work is research inspired.

We don't sit around in ivory towers pulling insights about today's Boomers out of thin air. Our conclusions arise from consumer surveys and studies that we and BIGresearch conduct ourselves.

The Boomer Project is housed in the Southeastern Institute of Research, Inc. (SIR), which has been studying consumer behavior since 1964. Over the years, we have conducted over 13,000 consumer studies, using the full range of marketing research methodologies available -- quantitative, qualitative, surveys, focus groups, one-on-one, ethnographic and others.

Month-in and month-out, we collect data from Boomers and other generations. In 2007 alone, we analyzed more than 120,000 completed surveys.

We bring considerable marketing research prowess to every assignment.

Traditional marketing research perspectives are often driven by data and a "survey says" mentality. As a consequence, good ideas sometimes get killed by poor quantitative scores and focus group discussions.

At the Boomer Project, we make sure that never happens. The Boomer Project is staffed by senior marketing researchers who have led communication planning and business development planning for brands such as Hallmark Cards, Disney, Alltel, Coca-Cola, Mercedes-Benz, AT&T, Kraft, General Foods, Colgate, Marriott, Seiko, Hanes, Sara Less, Bryan, Intel and dozens of others.

Our team leaders know the proper role of research -- to inform and guide marketing decisions. So, our clients get the best of both worlds: research professionals who understand the latest research techniques, and a team of professionals who have the skills to "connect the dots" on insights that lead to recommendations.