Senior Matters

SRA has more than two decades of experience in conducting market research about seniors. Our research helps in improving the health, well-being, and wealth of seniors and the elderly. This group is a growing segment of our population which makes them both a political and an economic powerhouse. It is vital to the success of policy makers, social services, and companies to understand this group in all its diversity and influence.

Understanding that being a senior and aging is now about living better, not just longer, our research about seniors and aging adults is aimed at understanding how to create programs to support the needs of seniors, as well as exploring development of educational tools that can support providers and healthcare professionals who work with seniors.

SRA has partnered with both for-profit and nonprofit organizations that need to understand the diverse and growing senior market. Through this experience, SRA understands that the senior market consists of many diverse sub-segments.

SRA has conducted market research about seniors and aging people in the social services arena, as well as for clients who want to market to this group. Over the years we have helped many organizations examine the senior and aging market in order to::

  • Gain an understanding of unique needs of senior audiences
  • Explore services which appeal to various senior segments
  • Determine approaches which will capture the attention of seniors
  • Evaluate ways to communicate to senior audiences
  • Identify gaps in products and services used by seniors

With the wide range of differences in attitudes, behaviors and lifestyles of seniors, it is necessary to segment this audience depending on our client’s goals. Some of the segments SRA considers when conducting market research about seniors, each of which brings a unique perspective to our work, include:

  • Young working seniors (Age 50 to 60 and employed)
  • Retired seniors (Age 70+ and adopting a more leisurely lifestyle)
  • Baby boomers (who are now heading into their 60’s)
  • The very old (the growing population age 85 +)
  • Widows/Widowers (who are dealing with new social realities)
  • Active seniors (who exercise their mind and body, regardless of age)
  • Second career seniors (Officially retired and starting a second career)

Given the diversity in lifestyles, attitudes, behaviors, and health conditions of seniors, their needs can be very different. Our efforts among these varied senior groups contributes to better decision making for many organizations in a variety of fields. SRA conducts market research about seniors and aging adults in areas including:

  • Healthcare
  • Assisted living/long term care/hospice
  • Financial services
  • Pharmaceuticals
  • Developers and housing
  • Social service agencies and organizations
  • Pharmacies
  • Clubs and membership organizations
  • Travel and leisure


SRA’s primary research delivers strategic insights and actionable recommendations to support and address community needs, particularly as they relate to seniors. Our market research about seniors and aging adults helps clients:

  • Improve the effectiveness of marketing communications for a hospice organization including redesigning brochures and other marketing materials.
  • Determine funding allocations based on identifying and prioritizing the needs of seniors in terms of housing, medical, and transportation.
  • Successfully launch an annuity product to seniors.
  • Suggest improvements to the curb appeal of a senior community and establish new follow-up procedures to improve a slower than desired conversion rate.
  • Optimize the layout and flow of residential units in senior housing to increase interest among traffic.
  • Save a senior community from a costly investment in a celebrity spokesperson by identifying potential buyers preference for showing lifestyle activities of residents and their environment, as opposed to the spokesperson.
  • Establish strategies for affordable respite care for Alzheimer’s caregivers.
  • Identify strategies for a marketing and public relations campaign that would include re-branding for a Council on Aging. This also led to creation of successful marketing programs that ended up generating other sources of income for the Council.