Identifying retirement tribes

The Need

Our client, a household name in financial services working through their PR agency, was launching a product aimed at those who had just reached retirement. As part of their launch campaign, they wanted to demonstrate their understanding of the changing nature of retirement.

Our Approach

We developed an innovative methodology to measure and assess how people are redefining what retirement means.

Using a range of carefully constructed behavioral questions, we were able to identify small tribes who were challenging conventional assumptions about retirement such as travelling the world or taking up new and unconventional hobbies and pastimes.

Once we had settled on a tribe, we were able to look more deeply at their motivations and attitudes to develop a fuller understanding.

The Outcome

With just a single survey, the client and agency were able to develop a suite of content and media materials to use over a number of months.

Each of the tribes provided the basis for a compelling press release that achieved national coverage. Meanwhile, case studies helped to put a human face on each of the tribes.

The research was so compelling that many other teams across marketing functions within the business utilised the learnings for use across multiple media channels.

Related case studies and insight

Mental Wellbeing of American Workers Insight

Mental Wellbeing of American Workers

Understanding perceptions of the technology industry Case Study

Understanding perceptions of the technology industry

Thought Leadership

Understanding workers’ perceptions of workplace formalities Case Study

Understanding workers’ perceptions of workplace formalities

Thought Leadership

Exploring how public transport impacts or isolates those with disabilities Case Study

Exploring how public transport impacts or isolates those with disabilities

Thought Leadership