You might well have a business that needs to appeal to the experienced and mature consumer…

 

They’re certainly commercially important, with 30% of the population accounting for nearly 70% of UK household wealth.

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How important are they to your business?

 

Let's start with the 'Big 4 Maturity Questions'

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What number do you serve?

What’s their volume contribution to your business?

What’s their value contribution?

What are their implications for your business?

 

 

Do your answers reveal a blind-spot or short-sightedness in your business approach to mature consumers and the opportunity they represent?

 

Is there room to re-focus, generate sharper insight, develop smarter strategies across product innovation, customer experience, brand and communications for them?

 

If so, we can help by leveraging our insight and experience as specialists in the very valuable mature market, helping you connect and communicate better with them.

 

Our expertise is born of our exclusive academic partnership with two of the leading Professors at the Brunel Business School, our proprietary, in-house Humbug Club of mature consumers, having our fingers on the pulse of all the available research known on mature men and woman, as well as our own, first-hand experience of being experienced and mature!

 

We’d start by placing a lens over your business to see how far it’s aligned with mature consumer’s attitudes, preferences, needs and wants, looking across your products & services, communications, behaviours and environments, to assess how you’re delivering for an audience with maturity, cash and deep experience of life…and very high expectations from companies and the experiences they deliver.

 

Working with you, we’ll develop the insight and niche strategies necessary to adapt your business and better align it behind a brilliant mature customer experience, that improves profit, loyalty and lifetime value in the short, medium and long term.

 

But let’s not hang around getting older, let’s seize the day…the mature consumer merits more attention and your business can only benefit by doing so.

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How, I hear you ask?

 

Here at Humbug, we always start with a good cuppa to define the overall business challenge by runnng through the ‘Big 4 Maturity Questions’ above, the answers prompting much thinking about the implications for you and your business now and into the future.

 

Assessment

 

We’ll then establish exactly where you are in relation to the mature consumer by reviewing how your company currently engages with them across each of the 4 quadrants of the business:

 

Products & Services

Communications

Behaviours

Environments

 

Do you have deep and broad insight across your business into their lives, behaviours, attitudes and aspirations?

 

Crucially we’ll reveal how focused, or otherwise, your business is on the commercial, business-building opportunity mature consumers represent.

 

Insight

 

To be honest, we’ll probably need to do some new digging to get the insight essential to expose the opportunity and qualify the challenge, that justifies change for any business.

 

A 4XC’s framework of insight generation is populated from our unique blend of innovative techniques encompassing:

 

Proprietary insight from the Humbug Club and our two Professor’s in crime at Brunel Business School

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Online video research using AI technology

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Digital opinion gathering with smart algorithm-based analytic platforms

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Quantitative and qualitative primary research methodologies including ethnographic, semiotic, and behavioural studies

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Gathering & curating insights from all our projects, into a unique, community-owned, not-for-profit space, for wider customer and societal benefit

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Change

 

The rubber hits the road and we leverage our collective experience and expertise to frame the strategic and creative direction for change.

 

Then it’s time to share with a wider audience of colleagues in your business…

 

Alignment and Engagement

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There’s always a sense check. We have been around the block.

 

• Is the initiative aligned with your wider business strategy? 

• Is there strong employee engagement potential? 

• Are all the stakeholders on board? 

• Is the change sustainable in every sense of the word?

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Implementation & Evaluation

 

Over another fine cuppa, we’ll work out with you who does what to deliver the initiative in the most agile way, and the evaluation criteria for measuring what gets done, ideally embracing an ‘adapt & learn’ process.

 

Like what you see? Give one of us a call.

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