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?

kristin@beacon-research.comdty@aarp.org

Beacon Research and AARPKRISTIN26