Understanding how individual values drive needs and desires of older Americans

How do you deliver products and services that better meet the needs of older Americans? AARP looked to us to help them understand the values and beliefs of Americans age 50 and older. We conducted a series of research studies that revealed the primary values, both on a rational and emotional level, that influence life’s priorities and decisions among older Americans. These insights enabled AARP to address their different needs, wants, and dreams to deliver more targeted and customized offerings to individual members, while enhancing their appeal in the broader marketplace.