Mailed Written Surveys and Focus Groups
Occupancy in independent living residences in many senior living communities across the United States has been declining, especially since the pandemic started in March 2020. Most recent communities and expansions have relied only on demographic research without consumer research to determine the ‘demand’ for new residences.
- Most communities want to know what the ‘demand’ is for a ‘greenfield’ or proposed independent living expansion?
- Do prospective residents want apartment homes or cottages?
- What size apartments? What size cottages (if any)?
- What amenities? What services are they willing to pay for?
- How much interest is there in the proposed community’s culinary and lifestyle offerings?
The proposed consumer research investigates the interest and willingness of age- and financially qualified households within a probable catchment area to move to the community. Response patterns provide useful insight into the geographic distribution of interest. The preferences of prospective consumers are elicited and compared with previous research into similar issues.
Mailed Written Surveys
Written surveys will be mailed to age and financially appropriate households in the Primary Market Area (as determined in a preliminary demographic analysis) and in any secondary market areas which may be tapped.
Benefits of the Mailed Written Surveys
- Test acceptance of the location.
- Gauge general interest in the project.
- Test acceptance of the sponsor/owner and its culinary and wellness vision.
- Test the proposed mix and design of residences
- Create awareness of the proposed community in the mailing area.
- Identify unanticipated questions or issues that can be explored during focus groups.
Comparison of Consumer Research Products
Mailed Written Surveys
Focus Groups and Surveys
Focus Groups with Extensive Survey Questionnaire
Goals and Benefits of the Focus Groups with Extensive Survey Questionnaire
- Ability to address most immediate concerns of the Community.
- Explore prospective residents’ opinion of the location.
- Better explain any particular concept and/or vision of the development to prospective residents.
- Best opportunity to test the value proposition of the proposed community.
- Refine perceptions from market research.
- Identifies consumer preferences as to
- Opinion of the sponsor/owner,
- The type community that should be developed
- Residence preferences
- Service preferences
- Identify strongest competition as perceived by prospective residents.
- Reduce timeframe to obtain information.
- Gauge intensity of interest/opinions through face-to-face interaction.
In addition to the research benefits, focus groups can yield two benefits to any eventual marketing program.
- Prospective residents feel they have received valuable information and their views and ideas have been validated.
- The focus groups act as cultivation/education meetings and early announcements of the proposed development.