1 / 26

Kristin Schwitzer and Diane Ty May 12, 2011

AARP targets 25-34 year olds?!?. Kristin Schwitzer and Diane Ty May 12, 2011. Agenda. Business situation Research design: 3 phases Research objectives Methodology Outcomes Overall impact. Business situation. Business situation.

howell
Download Presentation

Kristin Schwitzer and Diane Ty May 12, 2011

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. AARP targets 25-34 year olds?!? Kristin Schwitzer and Diane Ty May 12, 2011

  2. Agenda • Business situation • Research design: 3 phases • Research objectives • Methodology • Outcomes • Overall impact

  3. Business situation

  4. Business situation • An important strategic initiative: a new financial planning website for young adults “A place to discover the essentials of money – how to earn, save and use it to live the best life you can.”

  5. Business situation Should AARP launch its planned initiative targeted at young adults? And, if so, how should it convey its sponsorship?

  6. Research design • Phase I: Feedback on alpha site (Spring 2008) • Phase II: Branding study (Summer 2008) • Phase III: Tools testing (Winter 2009)

  7. Phase I Feedback on alpha site Research objective To get “blink” reactions from a fresh set of young Americans to the LifeTuner alpha site, overall concept, and branding as a “safety check” prior to development of a beta site

  8. Phase I Feedback on alpha site Methodology • 29 one-on one interviews, each roughly one hour long

  9. Phase I Feedback on alpha site Stimuli Top of the page About Us In the “footer”

  10. Phase I Feedback on alpha site Outcome • The LifeTuner name works • Home page looks like an ad – purpose not clear • Those shown AARP branding noticed it -- site “is not for me” • Most “got” why AARP would be doing this site • Despite the age stereotype, most wanted AARP branding on the home page • A YouTube-style 30-second video would help

  11. Phase II Branding study Research Objective To determine how to convey AARP’s sponsorship of LifeTuner and get reactions to potential home page directions: • What’s the best way to show its affiliation and ensure the intended audience knows it’s for them? • What is the most effective balance of brand “signals”?

  12. Phase II Branding study Methodology • 207 one-one-one online interviews (mix of closed- and open-ended Qs),each lasting 2 days, with roughly an equal # across each of 4 segments • Achievers (51) • Strivers (52) • Laid Back (53) • Overwhelmed (51)

  13. Phase II Branding study Stimuli (exposure rotated to prevent order bias) 4 homepage designs: Control + 3 new designs

  14. Phase II Branding study Stimuli (exposure rotated to prevent order bias) 4 branding variations, all tested using the Control homepage design

  15. Phase II Branding study Outcome • Advised not to reveal AARP sponsorship too prominently or too early, or else risk target thinking it’s “not for them” • “W” design performed best, but photos can be polarizing • Implemented combination of branding options

  16. Phase III Tools testing Research objective To get reactions to two potential tools: • Did the tool concepts create interest and the desired “aha” moment that they were intended to achieve? • Should LifeTuner invest in development resources to build tools?

  17. Phase III Tools testing Methodology 16 one-one-one web/phone interviews each lasting about 50 minutes

  18. Phase III Tools testing Stimuli (exposure rotated to prevent order bias) Two tools (early versions of each):

  19. Phase III Tools testing Outcome • A suite of custom, interactive tools now available • AARP “commissioned” LifeTuner team to build a new retirement tool version for its 50+ audience • AARP Retirement tool featured in Feb 2011 “Consumer Reports” • LifeTuner team now building Social Security tool for aarp.org

  20. Overall Impact • Quali-quant research provided the final “push” for the AARP Board to agree unanimously on a LifeTuner pilot with: • AARP brand at the footer vs. prominently “above the fold” • LifeTuner developed competency to build tools for itself and AARP.org

  21. Overall Impact • LifeTuner.org received strong media coverage: Play video (and insert still here)

  22. Overall Impact • Media coverage: • Nov 2009: Featured case study in BW’s innovation section “How AARP Came to Serve the 20-Somethings”

  23. Overall Impact • Industry recognition: • Jan 2010: named a “Top 100 expert to follow on Twitter”

  24. Overall Impact • Industry recognition: • Spring 2010: listed on Guy Kawasaki’s round-up of personal finance sites

  25. Overall Impact • Industry recognition: • June 2010: wins GOLD IDEA award

  26. Questions? kristin@beacon-research.com dty@aarp.org

More Related