Connecting with the growing 50+ market

Connecting with the growing 50+ market

Japan’s 50+ age group is a rapidly growing and seriously under-marketed segment. They’re also a highly active, fitness conscious and independent group. A major international player in the Japanese Insurance market wanted to understand this target in order to fuel strategic planning- surface unrealised opportunities and white space for innovation.

Our Work

  • Foundational understanding of the 50+ target via in home and ‘out and about’ interviews to capture their daily lifestyle, emergent needs and health and fitness behaviors
  • D-code workshop style focus groups to map target needs and screen and overlay innovations developed by the team
  • Needs driven segmentation with the 50+ target to uncover priority segments, and their specific innovation opportunities

The Outcome

A quantitative segmentation of 50+ customers provided a prioritized segment roadmap for the team and a list of 8 innovations and offers to begin to develop for launch

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