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There are over 20 million over-50s in the UK. That’s one in three people.

Collectively they are responsible for 40% of total spending and hold 60% of all savings. Yet there are few sources of detailed insight into their purchasing behaviour and attitudes.

FIFTY+ is the largest research panel specialising in the over-50s in Great Britain. With over 40,000 panellists representing the diversity of today’s over-50s, Populus is able to provide you with insight about this growing and changing group. Recruited specially to provide useable information about this key demographic, FIFTY+ panellists represent the varied lifestyles of today’s over-50s.

The over-50s are not a homogenous group; they can be sophisticated consumers, loyal to the brands they purchase but also ready to move on to new or better products when they see a benefit. They can also be simple consumers, led by others with firm views. They are also Concerned Consumers - six in ten believe companies have wider social responsibilities than just providing goods and services at a particular price.

FIFTY+ enables clients better to understand and respond to the attitudes and behaviours of today’s over-50s. Gaining strong insights into this group allows clients to make decisions using intelligent insight sourced from robust sample sizes. It also allows clients to develop product ideas and test messages or take a one-off snap shot of consumer opinion.

Quick and flexible fieldwork means that results can be delivered in timeframes that match our clients’ needs. Clients may ask both closed and open questions allowing much more information to be captured. Simple tables or increased levels of analysis are available to suit the level of depth required.

If you’d like to learn more about FIFTY+, please contact Karan Chadda at kchadda@populus.co.uk or by phone on 020 7253 9900.