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Easy Bournemouth. Presented by Waller Insight. Easybournemouth.co.uk. Making local information that is useful to OAP’s accessible in one place. Consisting of three tabs: Information Deals Social . OUTPUT 1: Consumer Profile.

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easy bournemouth

Easy Bournemouth

Presented by Waller Insight

easybournemouth co uk
Easybournemouth.co.uk
  • Making local information that is useful to OAP’s accessible in one place.
  • Consisting of three tabs:
    • Information
    • Deals
    • Social
output 1 consumer profile
OUTPUT 1: Consumer Profile

Used strategies by Arnould, Price and Zinkhan (2004) to build a consumer profile of an OAP.

Our Findings (Data): OAP’s spend less time on the internet than a younger age-group. (Mintel 2010)

Fact: The population of over 65’s in Christchurch is 30.4%, almost double the UK figure of 16.5%. It is predicted to be 37.9% by 2031.

our target consumer output 1
Our Target Consumer: Output 1

We are targeting consumers of the age 70+

Day in the life:

  • Gets up early
  • Like to go out a do shopping
  • Enjoy socialising
  • Crafts
output 2 general values
OUTPUT 2:General Values

We Interviewed 6 OAP’s using the Csikszentmihalyi and Rochberg-Halton’s interview guide to find their general values.

The most common pieces of data we found were:

  • Special objects were either photos, or objects given by other family members or close friends
  • They represent:

A reminder of happy times

Special occasions

insight from output 2
Insight from OUTPUT 2:

Insight: OAP’s fear getting old and forgetting their loved ones

Research theme: OAP’s cherish these belongings because it reminds them of the past

Data: OAP’s most important possessions in the home were there photographs and gifts

output 3 motivational research
OUTPUT 3: Motivational Research
  • Research inspired by Ernest Ditcher's motivational research technique.
  • Our Hypothesis: “OAP's find the internet challenging to use because it is so vast. They are afraid of any change to their daily routine, as they are conscious of the deterioration of their importance and position in society.”
  • Common trends discovered in results
insight from output 3
Insight from OUTPUT 3:

Insight: OAP's feel out of touch with the fast moving technological advances of the internet

Research theme: OAP's are challenged by the internet vast amount of data.

Data: OAP's go on the internet to find out information that thy can't otherwise find.

output 4 zaltman metaphor elicitation technique zmet

Designed to characterise consumer thinking and behaviour models in actionable ways using consumers metaphors.

Process

Instructed to collect images related to a topic that means something to them

7-10 days later- Guided conversation to learn deeper meaning of topics.

Themes put together and a consensus map is created

Findings

When asked further however, the internet seemed too big and scary to find such uses

Output 4: Zaltman Metaphor Elicitation Technique (ZMET)

insight from output 4
Insight from OUTPUT 4:

Insight: OAP’s can see uses of internet but feel out of touch with its’ fast moving changes

Research theme:OAP’s are tempted by online deals but feel anxiety towards using the internet

Data: Images of deals and newspaper aps for mobile phones

output 5 theory of reasoned action
Output 5 - Theory of Reasoned Action
  • Set out by Fishbein and Ajzen. The theory suggests that behavioural intent is created from our attitudes about the behaviours, and our subjective norms.
insight from output 5
Insight from OUTPUT 5:

Insight: OAP’s can see how useful the internet is for finding information, but feel lost in the amount of data available

Insight: OAP’s Understand how people use the internet for socialising, but are worried about meeting people they have met online

Research theme:OAP’s don’t use the internet to socialise due to anxiety about people stealing their details online

Research theme:OAP’s use the internet to find information but are overwhelmed by the vast amount of data.

Data: OAP’s do not believe that social lives are important, but do not use the internet for this purpose

Data: OAP’s believe that being knowledgeable is good, and that the internet will increase their knowledge

output 6 elm
Output 6: ELM
  • We have created 3 strong and 3 weak promotional strategies to inform OAP’s about Easy Bournemouth
  • The TRA model shows that OAP’s are influenced by their family members and partners, therefore we have included them in our adverts.
  • Through our promotional strategies we intend to highlight the fact that Easy Bournemouth will improve OAP’s social lives and help them save money.
put yourself out there
Put yourself out there…

Easy Bournemouth is a great way to socialise!

With over 20 social events happening each week!

With just a click Easy Bournemouth will help you plan your week.

www.easybournemouth.co.uk

The truth’s in the name.

Join us at EASY Bournemouth.

event fish and chips on the pier
Event – Fish and Chips on the Pier

Promoted through the Daily Echo

Free entry for OAP’s

Opened by Virginia Wade

Tutorials on how to use the website

Stalls showing deals

Social society’s and groups sign-up’s

“A great way to make the most out of your community”

  • Sponsored by