One of the enemies of market research could easily be conventional wisdom. Perception becomes reality often in the public flow, but that reality is far removed from accurate data. That is how we got the Edsel, Pepsi Clear, Robin Thicke and other poorly-researched products that at one point just seemed…conventionally wise?
At qSample, our research has combatted conventional wisdom for the betterment of clients. Our research showed, before its release, that the Apple Watch would flounder. It also revealed that Millennials are an economic yet altruistic force, today’s college students are not that stressed out, and Ivy League graduates are quite idealistic.
No, we don’t have a preference for the younger generation. Our many specialty panels prove this. As a matter of fact, this week we move into the golden years and focus on baby boomers. Since they make up 42% of the adult population, market researchers should evermore pay heed to their consumer needs.
When it comes to embracing these modern times, baby boomers are far from Sophia in Golden Girls. Here are some examples:
– 47% own a smartphone
– 72% have broadband in their homes
– 27.4 million engage in some form of social media
– They prefer LinkedIn the most, with Facebook coming in second (don’t even worry about this, Snapchat)
– 82% research wellness and health information online
Baby boomers are also very socially-conscious. But talk is cheap and conventional wisdom is seductive, so we the skinny on baby boomers in both video and infographic.
Enjoy, and let us know if you need one of our specialty panels for that accurate data needed in your market research or Robin Thicke playlist. Here is the video:
And here is the infographic:
