Colgate
Kristin Schwitzer and Diane TyMay 12, 2011
AARP targets 25-34 year olds?!?
Beacon Research and AARPKRISTIN1AgendaBusiness situation
Research design: 3 phasesResearch objectivesMethodologyOutcomes
Overall impactBeacon Research and AARPKRISTIN2Business situation
Beacon Research and AARPDIANE
A trusted nonprofit with 50-year track record of advocating and providing information and services to Americans ages 50 and over.
Brand synonymous with seniors and retirement despite the fact that over half its nearly 38 million members are still working
3Business situationAn 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.Beacon Research and AARPDIANE
Knowledge Gap: Although deep experience and expertise with 50+ consumer market, limited knowledge of needs of younger adults
Branding: AARP synonymous with aging and seniors
Engagement: What can AARP do to break through to hard-to-reach young adult segment?
Organizational Will: Careful internal culture with many competing priorities advocacy, member value, social impactConsumer research among young adults revealed they got why AARP would be developing a strategy to help them address financial security considerations at their age
Knowing an offering is coming from AARP gave the LifeTuner.org site credibility
4Business situation
Should AARP launch its planned initiative targeted at young adults?
And, if so, how should it convey its sponsorship?Beacon Research and AARPDIANE
5Research designPhase I: Feedback on alpha site (Spring 2008)
Phase II: Branding study (Summer 2008)
Phase III: Tools testing (Winter 2009)
Beacon Research and AARP6KRISTINResearch objectiveTo 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 sitePhase I Feedback on alpha site
Beacon Research and AARPKRISTIN
Does the alpha site appeal to its intended audience?
Is it a compelling offering?
Is the LifeTuner name appropriate?
Does AARP have the credibility to extend its reach to a young adult audience?
How can the offering be improved?
7Methodology29 one-on one interviews, each roughly one hour longPhase I Feedback on alpha site
Beacon Research and AARPKRISTIN8Stimuli
Phase I Feedback on alpha site
In the footerAbout UsTop of the pageBeacon Research and AARPKRISTIN9OutcomeThe 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 helpPhase I Feedback on alpha siteBeacon Research and AARPDIANE
Any alienation could lose a new user before the site hooks them
Add a one sentence explanation and possibly a small logo, both positioned where tag clouds appeared
Reinforce sites purpose
Explain why AARP is now helping young people
10Research ObjectiveTo determine how to convey AARPs sponsorship of LifeTuner and get reactions to potential home page directions:
Whats the best way to show its affiliation and ensure the intended audience knows its for them?
What is the most effective balance of brand signals?Phase II Branding studyBeacon Research and AARPDIANE11207 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)
Phase II Branding studyMethodologyBeacon Research and AARP12KRISTIN4 homepage designs: Control + 3 new designs
Phase II Branding studyStimuli (exposure rotated to prevent order bias)Beacon Research and AARPKRISTIN13Stimuli (exposure rotated to prevent order bias)4 branding variations, all tested using the Control homepage design
Phase II Branding studyBeacon Research and AARPKRISTINAARP logo above the foldAARP logo and descriptive sentence below the foldExplanation in About UsVideo of young adults telling their peers
14OutcomeAdvised not to reveal AARP sponsorship too prominently or too early, or else risk target thinking its not for them
W design performed best, but photos can be polarizing
Implemented combination of branding options
Phase II Branding study
Beacon Research and AARPDIANE
Current site has AARP and descriptive sentence as part of permanent footer and AARP mention in About Us along with video
15Research objective
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?
Phase III Tools testingTo get reactions to two potential tools:Beacon Research and AARPDIANE16Methodology16 one-one-one web/phone interviews each lasting about 50 minutes
Phase III Tools testingBeacon Research and AARP17KRISTIN
Two tools (early versions of each):
Phase III Tools testingStimuli (exposure rotated to prevent order bias)Beacon Research and AARPKRISTIN18OutcomeA 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
Phase III Tools testing
Beacon Research and AARPDIANE
All reskinned and redesigned even since the pilot19Overall ImpactQuali-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.orgBeacon Research and AARPDIANE20Overall ImpactLifeTuner.org received strong media coverage:
Play video (and insert still here)
Beacon Research and AARPDIANE21Overall ImpactMedia coverage:
Nov 2009: Featured case study in BWs innovation section How AARP Came to Serve the 20-Somethings
Beacon Research and AARPDIANE22Overall ImpactIndustry recognition:
Jan 2010: named a Top 100 expert to follow on Twitter
Beacon Research and AARPDIANE23Overall ImpactIndustry recognition:
Spring 2010: listed on Guy Kawasakis round-up of personal finance sites
Beacon Research and AARPDIANE24Overall ImpactIndustry recognition:
June 2010: wins GOLD IDEA award
Beacon Research and AARPDIANE25Questions?
[email protected]@aarp.org
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