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. Background: CABA and Strategyn Inc.. CABA works to strengthen the Connected Home sector through innovative technology-driven research projects. CABA is proposing a market research study Aging in the Connected Home " research project.Strategyn is a global leader in innovation management and a pi
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3. Introduction
4. The Situation Baby Boomers are increasingly approaching retirement age. By 2030, 71 million Americans will be over age 65, according to the US Census.
Currently, 90% of elderly Americans prefer to age in their homes in a healthy environment.
Home health care, much of it for the elderly, is one of the fastest-growing segments in the countrys fastest-growing health care industry.
4 As baby boomers prepare to change the landscape of our demographics as we know it, we are faced with significant challenges as adult children. Where will our aging parents live? How will we care for them? When will they be unable to live on their own? How will we know when that time has come?
For most aging baby boomer adults, having the autonomy to live out their years in their own home will be vital. For others, knowing that they have an adult child that they can live with when they can no longer take care of themselves is more important. This is especially true for boomers who have lost a spouse. For people who have been married for more than fifty years and then lose a beloved spouse, the transition takes on even more upheaval, distress and uncertainty. There are also families who feel that the best and only option, given the family dynamics and living arrangements of the adult children, is for the aging parent to live in an assisted living home. These are very difficult decisions and involve consideration of a substantial number of factors for both the adult child and the aging parent. These factors include family dynamics, finances, geographic location of family members, etc. Once the decision is made as to where the aging parent will live, numerous jobs become critically important. Yet many of these jobs are very poorly satisfied by todays solutions, programs, and facilities.
The Center for Social Innovation has initiated a jobs-based study for aging adults and their adult children regarding the jobs involved in a) improving the aging adults home to ensure that they can live there as long as possible given their reduced functionality, b) identifying when the parent can no longer live on their own safely, c) transitioning the parent to another location, whether it be to an assisted living facility or to the home of one of the adult children, and d) understanding the adaptations that must take place for both the adult child and the aging parent once they are settled in their new location. Our goal at the Center is to bring awareness of these issues to government agencies, corporations of many types, and non-profit agencies that assist the elderly. Let's look at value of this study for each of these entities.
For government agencies, this study will provide valuable insight into the types of services that will become over-burdened as this population ages, as well as identify gaps in services that exist even today. Our hope is that the relevant agencies will use this information to improve services as early as possible to make this emotional time one of comfort and dignity for all involved.
This information will also prove to be valuable for corporations that make products for the home, general products for the aging adult, or that provide services for consumers in general. This information can bring to light new product development ideas for home improvements and for products that will improve the comfort and functionality of those faced with a new multi-generational household, and it will also help identify new markets for services designed to help adult children with this difficult job.
Finally, this information will help non-profit groups see where they can expand services and it will provide insights into entirely new markets. The needs during this transition appear to be substantial based on the information from the study thus far.
In light of this countrys need for job creation, this is an area that is obviously ripe for job growth in existing companies, development of small businesses, expansion of needed government services, and the launch of new non-profit organizations. The timing of this study directly relates to economic development, as we anticipate that there will be a significant level of opportunity to create value in this market (which has been largely ignored).
As baby boomers prepare to change the landscape of our demographics as we know it, we are faced with significant challenges as adult children. Where will our aging parents live? How will we care for them? When will they be unable to live on their own? How will we know when that time has come?
For most aging baby boomer adults, having the autonomy to live out their years in their own home will be vital. For others, knowing that they have an adult child that they can live with when they can no longer take care of themselves is more important. This is especially true for boomers who have lost a spouse. For people who have been married for more than fifty years and then lose a beloved spouse, the transition takes on even more upheaval, distress and uncertainty. There are also families who feel that the best and only option, given the family dynamics and living arrangements of the adult children, is for the aging parent to live in an assisted living home. These are very difficult decisions and involve consideration of a substantial number of factors for both the adult child and the aging parent. These factors include family dynamics, finances, geographic location of family members, etc. Once the decision is made as to where the aging parent will live, numerous jobs become critically important. Yet many of these jobs are very poorly satisfied by todays solutions, programs, and facilities.
The Center for Social Innovation has initiated a jobs-based study for aging adults and their adult children regarding the jobs involved in a) improving the aging adults home to ensure that they can live there as long as possible given their reduced functionality, b) identifying when the parent can no longer live on their own safely, c) transitioning the parent to another location, whether it be to an assisted living facility or to the home of one of the adult children, and d) understanding the adaptations that must take place for both the adult child and the aging parent once they are settled in their new location. Our goal at the Center is to bring awareness of these issues to government agencies, corporations of many types, and non-profit agencies that assist the elderly. Let's look at value of this study for each of these entities.
For government agencies, this study will provide valuable insight into the types of services that will become over-burdened as this population ages, as well as identify gaps in services that exist even today. Our hope is that the relevant agencies will use this information to improve services as early as possible to make this emotional time one of comfort and dignity for all involved.
This information will also prove to be valuable for corporations that make products for the home, general products for the aging adult, or that provide services for consumers in general. This information can bring to light new product development ideas for home improvements and for products that will improve the comfort and functionality of those faced with a new multi-generational household, and it will also help identify new markets for services designed to help adult children with this difficult job.
Finally, this information will help non-profit groups see where they can expand services and it will provide insights into entirely new markets. The needs during this transition appear to be substantial based on the information from the study thus far.
In light of this countrys need for job creation, this is an area that is obviously ripe for job growth in existing companies, development of small businesses, expansion of needed government services, and the launch of new non-profit organizations. The timing of this study directly relates to economic development, as we anticipate that there will be a significant level of opportunity to create value in this market (which has been largely ignored).
5. What is the Goal? The identification of a new market space of innovations that help seniors remain longer in their home as long as possible. To meet this goal, we will identify what aspects of the aging seniors home environment needs improvement for them to be feel comfortable and safe.
Areas to explore include
Navigating through the home
Interfacing with the home
Safety within the home
Informing others (caregivers) of health/ well-being issues; get assistance when needed
Understand how the decision to stay living at home independently is made, how adult children influence that decision, and how the home environment influences whether the senior can continue living at home.
We also need to understand what constraints exist that force seniors to forego their independent life-style. Many of these tend to be health related. 5
6. Who Will Conduct the Study? 6/20/2012 6
7. The Center for Social Innovation 7 As baby boomers prepare to change the landscape of our demographics as we know it, we are faced with significant challenges as adult children. Where will our aging parents live? How will we care for them? When will they be unable to live on their own? How will we know when that time has come?
For most aging baby boomer adults, having the autonomy to live out their years in their own home will be vital. For others, knowing that they have an adult child that they can live with when they can no longer take care of themselves is more important. This is especially true for boomers who have lost a spouse. For people who have been married for more than fifty years and then lose a beloved spouse, the transition takes on even more upheaval, distress and uncertainty. There are also families who feel that the best and only option, given the family dynamics and living arrangements of the adult children, is for the aging parent to live in an assisted living home. These are very difficult decisions and involve consideration of a substantial number of factors for both the adult child and the aging parent. These factors include family dynamics, finances, geographic location of family members, etc. Once the decision is made as to where the aging parent will live, numerous jobs become critically important. Yet many of these jobs are very poorly satisfied by todays solutions, programs, and facilities.
The Center for Social Innovation has initiated a jobs-based study for aging adults and their adult children regarding the jobs involved in a) improving the aging adults home to ensure that they can live there as long as possible given their reduced functionality, b) identifying when the parent can no longer live on their own safely, c) transitioning the parent to another location, whether it be to an assisted living facility or to the home of one of the adult children, and d) understanding the adaptations that must take place for both the adult child and the aging parent once they are settled in their new location. Our goal at the Center is to bring awareness of these issues to government agencies, corporations of many types, and non-profit agencies that assist the elderly. Let's look at value of this study for each of these entities.
For government agencies, this study will provide valuable insight into the types of services that will become over-burdened as this population ages, as well as identify gaps in services that exist even today. Our hope is that the relevant agencies will use this information to improve services as early as possible to make this emotional time one of comfort and dignity for all involved.
This information will also prove to be valuable for corporations that make products for the home, general products for the aging adult, or that provide services for consumers in general. This information can bring to light new product development ideas for home improvements and for products that will improve the comfort and functionality of those faced with a new multi-generational household, and it will also help identify new markets for services designed to help adult children with this difficult job.
Finally, this information will help non-profit groups see where they can expand services and it will provide insights into entirely new markets. The needs during this transition appear to be substantial based on the information from the study thus far.
In light of this countrys need for job creation, this is an area that is obviously ripe for job growth in existing companies, development of small businesses, expansion of needed government services, and the launch of new non-profit organizations. The timing of this study directly relates to economic development, as we anticipate that there will be a significant level of opportunity to create value in this market (which has been largely ignored).
As baby boomers prepare to change the landscape of our demographics as we know it, we are faced with significant challenges as adult children. Where will our aging parents live? How will we care for them? When will they be unable to live on their own? How will we know when that time has come?
For most aging baby boomer adults, having the autonomy to live out their years in their own home will be vital. For others, knowing that they have an adult child that they can live with when they can no longer take care of themselves is more important. This is especially true for boomers who have lost a spouse. For people who have been married for more than fifty years and then lose a beloved spouse, the transition takes on even more upheaval, distress and uncertainty. There are also families who feel that the best and only option, given the family dynamics and living arrangements of the adult children, is for the aging parent to live in an assisted living home. These are very difficult decisions and involve consideration of a substantial number of factors for both the adult child and the aging parent. These factors include family dynamics, finances, geographic location of family members, etc. Once the decision is made as to where the aging parent will live, numerous jobs become critically important. Yet many of these jobs are very poorly satisfied by todays solutions, programs, and facilities.
The Center for Social Innovation has initiated a jobs-based study for aging adults and their adult children regarding the jobs involved in a) improving the aging adults home to ensure that they can live there as long as possible given their reduced functionality, b) identifying when the parent can no longer live on their own safely, c) transitioning the parent to another location, whether it be to an assisted living facility or to the home of one of the adult children, and d) understanding the adaptations that must take place for both the adult child and the aging parent once they are settled in their new location. Our goal at the Center is to bring awareness of these issues to government agencies, corporations of many types, and non-profit agencies that assist the elderly. Let's look at value of this study for each of these entities.
For government agencies, this study will provide valuable insight into the types of services that will become over-burdened as this population ages, as well as identify gaps in services that exist even today. Our hope is that the relevant agencies will use this information to improve services as early as possible to make this emotional time one of comfort and dignity for all involved.
This information will also prove to be valuable for corporations that make products for the home, general products for the aging adult, or that provide services for consumers in general. This information can bring to light new product development ideas for home improvements and for products that will improve the comfort and functionality of those faced with a new multi-generational household, and it will also help identify new markets for services designed to help adult children with this difficult job.
Finally, this information will help non-profit groups see where they can expand services and it will provide insights into entirely new markets. The needs during this transition appear to be substantial based on the information from the study thus far.
In light of this countrys need for job creation, this is an area that is obviously ripe for job growth in existing companies, development of small businesses, expansion of needed government services, and the launch of new non-profit organizations. The timing of this study directly relates to economic development, as we anticipate that there will be a significant level of opportunity to create value in this market (which has been largely ignored).
8. Approach Validated in Academia 8
9. And Business 9
10. The Methodology We Will Use 6/20/2012 10
11. Innovation Stalls for Several Reasons 1. No Definition 11 Lets talk about what innovation is. We say that innovation is the process of devising solutions that address unmet customer needs.
Engage: What are the key challenges in getting this fit right? What would the ideal process look like?
On the one hand, you have your customer needs, and on the other you have the myriad of different solution variations that might satisfy customer needs. What must happen to bring these two things together in an optimal manner?
Possibilities (and a summary that can be offered to the engagement question):
Must have actionable needs needs that guide solution development
Must have a complete set of needs to guide solution development
Must keep needs and solutions separate
This also relates to where most innovation processes go astray.Lets talk about what innovation is. We say that innovation is the process of devising solutions that address unmet customer needs.
Engage: What are the key challenges in getting this fit right? What would the ideal process look like?
On the one hand, you have your customer needs, and on the other you have the myriad of different solution variations that might satisfy customer needs. What must happen to bring these two things together in an optimal manner?
Possibilities (and a summary that can be offered to the engagement question):
Must have actionable needs needs that guide solution development
Must have a complete set of needs to guide solution development
Must keep needs and solutions separate
This also relates to where most innovation processes go astray.
12. 2. Wrong Inputs 12 Companies have been talking about satisfying customer needs for so many years at least since the 1950s. Yet to this date there is no agreement as to what a need is that is what its purpose, structure, content and format should be.
Without this agreement, conflict between marketing, development and sales continues.
The dynamics of a typical employee/customer exchange is almost comical.
First off in a typical exchange with a customer, the company does not know what inputs to capture. They know they are trying to capture requirements but they do not know if they are looking for wants, needs, latent needs, unarticulated needs, ideas, solutions or delighters. All they know is that they want customer input or requirements.
Of course, customers do not know what inputs the company needs either, so it is a very interesting conversation that is set up --- you are both going to sit down and neither of you know what you are talking about. So what is going to happen? You are probably not going to get the information that you really need to succeed.
Because customers dont know what input the company wants, they talk about requirements in a language that is convenient to them. From our research we find that they will typically talk about solutions, they will talk about product specifications, they talk about high level needs statements like its got to be reliable, and durable, and more comfortable, they will talk in terms of benefits (faster, better, cheaper, easy to use).
Most companies know that those types of inputs arent that helpful in designing products so they take these inputs and start translating them into something more useful. This is usually an internal translation process. In the end, you end up with all different types of inputs all with a different structure, content and format. This is what is derailing the innovation process. Companies have been talking about satisfying customer needs for so many years at least since the 1950s. Yet to this date there is no agreement as to what a need is that is what its purpose, structure, content and format should be.
Without this agreement, conflict between marketing, development and sales continues.
The dynamics of a typical employee/customer exchange is almost comical.
First off in a typical exchange with a customer, the company does not know what inputs to capture. They know they are trying to capture requirements but they do not know if they are looking for wants, needs, latent needs, unarticulated needs, ideas, solutions or delighters. All they know is that they want customer input or requirements.
Of course, customers do not know what inputs the company needs either, so it is a very interesting conversation that is set up --- you are both going to sit down and neither of you know what you are talking about. So what is going to happen? You are probably not going to get the information that you really need to succeed.
Because customers dont know what input the company wants, they talk about requirements in a language that is convenient to them. From our research we find that they will typically talk about solutions, they will talk about product specifications, they talk about high level needs statements like its got to be reliable, and durable, and more comfortable, they will talk in terms of benefits (faster, better, cheaper, easy to use).
Most companies know that those types of inputs arent that helpful in designing products so they take these inputs and start translating them into something more useful. This is usually an internal translation process. In the end, you end up with all different types of inputs all with a different structure, content and format. This is what is derailing the innovation process.
13. 3. Wrong Order 13 Key Truth: Innovation is broken because it is either being executed (1) In the wrong sequence, or (2) With the wrong inputs
Engage: Why do companies take the ideas-first approach? What is the problem with this approach to innovation?
The ideas-first approach has generated its own set of false beliefs:
Innovation begins with an idea
Innovation is inherently disorganized, and cannot be structured
Successful innovation is a numbers game the more ideas, the better
The goal is to fail fast quickly evaluate ideas to see which are best
Needs-first approach fundamentally fails due to a poor understanding of what a customer need is how customers define value (we have already seen how this can happen with our opening discussion/demonstration)Key Truth: Innovation is broken because it is either being executed (1) In the wrong sequence, or (2) With the wrong inputs
Engage: Why do companies take the ideas-first approach? What is the problem with this approach to innovation?
The ideas-first approach has generated its own set of false beliefs:
Innovation begins with an idea
Innovation is inherently disorganized, and cannot be structured
Successful innovation is a numbers game the more ideas, the better
The goal is to fail fast quickly evaluate ideas to see which are best
Needs-first approach fundamentally fails due to a poor understanding of what a customer need is how customers define value (we have already seen how this can happen with our opening discussion/demonstration)
14. Revolutionary Needs-First Approach 14 The process needs to be executed needs-first. First we must understand all the customers needs, then figure out which ones of those needs are unmet, and only then can we devise solutions that specifically address those unmet needs. That is solving the equation in a very specific order and this is the only order in which you can solve the equation and guarantee your success. The other way is just guessing.
If you lay it out this way and you truly can understand and capture all those needs, and you truly can figure out which are unmet, then you can solve the equation in the right fashion. We maintain that most companies dont have the discipline or the know-how to execute the process in this order and thats what we are going to be teaching you. How to execute it in this order.
Relation to the algebraic equation:
Lets talk about what innovation is. We say that innovation is the process of devising solutions that address unmet customer needs. That is a pretty straightforward, simple definition. Now, the way I like looking at innovation is to compare it to an algebraic equation. Many of you have seen equations like this one shown here back in algebra class. There are at least two ways to try and solve this equation. One is to guess at it. You could guess, for example that x = 1 and y = 3, plug in the numbers and see if the equation is solved. You could keep doing this until you guess the right answer but there is one problem. There are so many possibilities you may never guess it right. The second way to solve the equation is to systematically solve it as we were taught in algebra class by separating the constants from the variables and solving for the variables x and y.
So, how does this equate to innovation? Innovation is the process of devising solutions that address unmet customer needs. On one side of the equation you have the customers needs, which may number one hundred or more, and on the other side of the equation you have all possible solutions which include the technologies, materials, combinations of features and so on. To solve the innovation equation, companies are trying to figure out what combination of features, technologies and so on best address the customers unmet needs. The constants in the equation are the customers needs and the variables are the solutions. This equation too can be solved in one of two ways by guessing at it or systematically solving it. Since guessing at the answer to a simple equation was hard enough, it should be quite obvious that correctly guessing at the best combination of features to address unmet needs is next to impossible. So that leaves solving the innovation equation in some systematic fashion.
To solve the equation systematically, you must draw a very clear distinction between what a solution is and what a need is. It is common for companies to confuse solutions with needs, and to treat them as if they are the same sort of thing. It is very important that you dont make that mistake, there is a distinction, and we are going to make it very clear what that distinction is. In the end, all we are trying to do is apply the right discipline to this equation so that you can solve it. The process needs to be executed needs-first. First we must understand all the customers needs, then figure out which ones of those needs are unmet, and only then can we devise solutions that specifically address those unmet needs. That is solving the equation in a very specific order and this is the only order in which you can solve the equation and guarantee your success. The other way is just guessing.
If you lay it out this way and you truly can understand and capture all those needs, and you truly can figure out which are unmet, then you can solve the equation in the right fashion. We maintain that most companies dont have the discipline or the know-how to execute the process in this order and thats what we are going to be teaching you. How to execute it in this order.
Relation to the algebraic equation:
Lets talk about what innovation is. We say that innovation is the process of devising solutions that address unmet customer needs. That is a pretty straightforward, simple definition. Now, the way I like looking at innovation is to compare it to an algebraic equation. Many of you have seen equations like this one shown here back in algebra class. There are at least two ways to try and solve this equation. One is to guess at it. You could guess, for example that x = 1 and y = 3, plug in the numbers and see if the equation is solved. You could keep doing this until you guess the right answer but there is one problem. There are so many possibilities you may never guess it right. The second way to solve the equation is to systematically solve it as we were taught in algebra class by separating the constants from the variables and solving for the variables x and y.
So, how does this equate to innovation? Innovation is the process of devising solutions that address unmet customer needs. On one side of the equation you have the customers needs, which may number one hundred or more, and on the other side of the equation you have all possible solutions which include the technologies, materials, combinations of features and so on. To solve the innovation equation, companies are trying to figure out what combination of features, technologies and so on best address the customers unmet needs. The constants in the equation are the customers needs and the variables are the solutions. This equation too can be solved in one of two ways by guessing at it or systematically solving it. Since guessing at the answer to a simple equation was hard enough, it should be quite obvious that correctly guessing at the best combination of features to address unmet needs is next to impossible. So that leaves solving the innovation equation in some systematic fashion.
To solve the equation systematically, you must draw a very clear distinction between what a solution is and what a need is. It is common for companies to confuse solutions with needs, and to treat them as if they are the same sort of thing. It is very important that you dont make that mistake, there is a distinction, and we are going to make it very clear what that distinction is. In the end, all we are trying to do is apply the right discipline to this equation so that you can solve it.
15. Paradigm Shift: Make the Job the Unit of Analysis 15 "People don't want to buy a quarter-inch drill. They want a quarter-inch hole! Theodore Levitt, 1975
The jobs perfect execution reflects the customers true definition of value. When the job is accepted as the sole unit of analysis, companies must stop capturing requirements on products and service and instead must capture requirements on the jobs that those products or services are intended to perform. This is a whole new way of thinking.
Also, note how the focus on a customer job transcends professional/non-professional; B2B/B2C; products/services/software
"People don't want to buy a quarter-inch drill. They want a quarter-inch hole! Theodore Levitt, 1975
The jobs perfect execution reflects the customers true definition of value. When the job is accepted as the sole unit of analysis, companies must stop capturing requirements on products and service and instead must capture requirements on the jobs that those products or services are intended to perform. This is a whole new way of thinking.
Also, note how the focus on a customer job transcends professional/non-professional; B2B/B2C; products/services/software
16. Making The Job the Unit of Analysis Jobs define the actions for which a solution may be hired ; goals to be achieved; problems to be resolved
Current products are merely point-in-time solutions that enable customers to get jobs done
Customers migrate to products that get the job done best they are loyal to getting the job done
The goal of innovation therefore is NOT to build a better widget. It is to devise ways to help customers get a job or jobs done better. 16 Engage: Why does the focus on the job matter? Do you have an example from your industry?
Note that all jobs begin with an action verb they are goals or problems to be resolved/avoided
Engage them here briefly about an example from their industry of a solution that has changed over time though the job is still the same
Engage: Why does the focus on the job matter? Do you have an example from your industry?
Note that all jobs begin with an action verb they are goals or problems to be resolved/avoided
Engage them here briefly about an example from their industry of a solution that has changed over time though the job is still the same
17. Needs Are Constant, Solutions Are Variable 17 These are outcomes metrics on a particular job.These are outcomes metrics on a particular job.
18. The Job of Completing a Surgical Procedure 18
19. The Job of Obtaining Health Care 19
20. The Opportunity Algorithm 20
21. 21 As it turns out, none of these beliefs are true. Today we are going to show you how to reinvent the innovation process.As it turns out, none of these beliefs are true. Today we are going to show you how to reinvent the innovation process.
22. What process will we use?
23. Strategyns Social Innovation Methodology
24. Market Ecosystem Aging Adults 24
26. Strategyns Social Innovation Methodology
27. Jobs of Seniors Status Quo 6/20/2012 27
28. What is the Opportunity Algorithm? If 90% of the respondents rate an outcome a 4 or 5 for importance, the Importance value entered into the algorithm is a 9.0
If 30% of the respondents rate an item a 4 or a 5 for satisfaction, the Satisfaction value entered into the algorithm is a 3.0 28 NOTE: clarify that everyone knows what this is telling them ? measuring the amount of opportunity in any market
Q ? Why above 10?
A ? historical normNOTE: clarify that everyone knows what this is telling them ? measuring the amount of opportunity in any market
Q ? Why above 10?
A ? historical norm
29. Opportunity Landscape for Patients - Jobs 29 Do we have a baseline comparison for insured workers for outcomes? Do they have the same opportunities? How about for jobs?Do we have a baseline comparison for insured workers for outcomes? Do they have the same opportunities? How about for jobs?
30. Zoom Area (10.0 or higher) 30
31. Segment Descriptions High Opportunity Segments 31
32. Strategyns Social Innovation Methodology
33. Devise and Validate a Solution 6/20/2012 33
34. Virtual Lab for Concept Testing, Evaluation, and Prioritization 34
35. What can YOU DO with the data?
36. Consider the Business Model and Dissemination of the Solution How will you finance this solution? Who will pay?
How can you use existing resources to help with the solution?
Can you turn a cost into revenue?
Can you shift the cost to someone or somewhere else?
Dissemination
Consider localization when moving the solution to new geographies or populations
Do not assume that it will easily transfer until you test the new area for the solution
6/20/2012 36
37. Program Outline
38. Detailed Project Description Objective
The purpose of this study is to examine and determine potential connected home product, service and business opportunities based on needs and expectations of the senior consumer market to support aging in place.
Several core opportunity platforms to explore with consumers will be established based on the final set of sponsoring member companies and their collective interests such as:
Health and Wellness
Food (eating, cooking, etc.)
Exercise & Fitness
Universal Design
Medical Support
Communications 38
40. The Target Demographic Aging adults ranging in age from 55 80+
Secondary audience is caregivers of this age group (both adult children and paid caregivers). This audience will be appended to the study if we receive over 13 participating organizations.
Diversity among the population to include
Geography US & Canada, as well as a good distribution within these countries
Health from very healthy to those with chronic health conditions to those in poor health who need care today
Activity levels from very active seniors to more sedentary
Family network both size and involvement of the network in the seniors life
Attitudes toward, and use of, technology
Type of home they are currently living in (will want those that own their home)
Ethnicity, gender and other basic demographics
Others defined by the participating organizations 40
41. The Process
42. Summary of Jobs to Study
44. What are the Benefits of the Study? Identify new market opportunities and new platform creation
Provide inputs necessary for study participant ideation processes - ensuring execution against statistically identified customer needs
Provide quantifiable analysis of where market is under- and over-served, including segments within the population
Provide statistical validity to how study participants can/should connect with target audience on an emotional level - assisting with product design, messaging, marketing and sales
44
45. Proposed Study Work Plan: Deliverables and Schedule
46. Study Sponsorship Opportunities
47. Questions and Answers NOTE: This program will be executed with the partner organizations through Segmentation of the data and reporting of the findings. Each organization can select whether they would like to engage with Strategyn for any of the Step 5 workshops.
Step 5 workshops will be available at a discounted price for study participants including:
Ideation
Portfolio optimization
Messaging and Value Proposition development
Merger and Acquisition evaluation
47
