Bridging the gap: Understanding needs of older adults

In the latest episode of Now That’s Significant, we welcome market researcher Sherri Dansby back to the show to discuss the critical role of insights in improving the lives of older adults, particularly those who face social isolation or live with disabilities.

The Growing Crisis of Social Isolation

Sherri shares staggering statistics on loneliness among older adults: 28% of seniors live alone, and nearly one in three adults aged 45 and older report feelings of loneliness. The loss of a spouse, health issues, and mobility limitations exacerbate social isolation, making daily interactions and engagement increasingly difficult. Adding to this, the digital divide prevents many older adults from accessing technology-based social connections.

The Serious Health Impacts of Isolation

Beyond emotional distress, social isolation significantly impacts mental and physical health. Research links loneliness to higher risks of depression, anxiety, cognitive decline, and even dementia. A study published in PLOS Medicine found that loneliness has a mortality risk comparable to smoking or obesity. In 2023, the U.S. Surgeon General issued an advisory on the public health crisis of loneliness, underscoring its widespread impact.

The Role of Market Research in Addressing These Challenges

Market research plays a crucial role in understanding and addressing the unique needs of older adults. By leveraging consumer insights, researchers can help develop products and services that improve the quality of life for seniors.

Sherri highlights innovative solutions, such as:

• Virtual Reality (VR): Used for immersive experiences that help combat loneliness and assist with gait training for fall prevention.

• Wearables & AI-driven Health Tech: Smartwatches and remote monitoring tools provide real-time health data, allowing researchers and healthcare providers to tailor solutions for older adults.

• Inclusive Research Practices: Engaging advocacy groups, using accessible research methods, and ensuring diverse representation in studies ensures products and services are designed with seniors in mind.

The Business Case for Inclusion

Addressing social isolation and accessibility isn’t just ethical—it’s good business. Companies that prioritize inclusivity in their research gain valuable insights, allowing them to create products and services that resonate with a growing aging population.

Sherry, who also chairs the IDEA Council of the Insights Association, emphasizes the importance of incorporating best practices for accessibility in research. Her team is currently conducting a study to develop standardized questions and frameworks for including people with disabilities in research studies.

Final Thoughts

Market researchers have the power to drive change by ensuring older adults and those with disabilities are not left behind. Through inclusive research, innovative technologies, and greater awareness, we can create meaningful solutions that improve lives and foster deeper connections.

Listen to the full episode of Now That’s Significant to learn more about how market research can bridge the gap for older adults and help build a more inclusive future.