Creative Brief

Creative Brief Market Analysis

The Bigger Picture:

According to Ages Living, of those 65+ years old, 18% live alone, and 43% reported feeling lonely regularly. The American Association of Retired Persons (AARP) states, Older women are twice as likely to live alone than aged men because women’s life expectancy is longer. By age 75, about 45% of women live alone. Among the LGBTQ community, seniors are twice as likely to live alone

How Are We Different?

We are designing a solution essentially for active citizens of age 65+, who are engulfed with the preconceived notions about retirement and it’s drastic transitions. It is meaningful yet solves the problem of loneliness epidemic through fun and engaging ways, such as connecting users from contrast age groups in order to learn valuable skills and share knowledge.

Problem statement:

Human beings are complex creatures and seize to simplify their lives in segments. Those segments are broken down by the factor of age and the experience that comes along with it. It becomes an essential part of life to understand and accept all them individually.

Retirement for many entails a leap of faith after decades of routine. Perhaps no other stage of life triggers such intense feelings of excitement and liberation, on the one hand, but, on the other, fear and anxiety. The inevitable question of “Now what” suddenly becomes the focus and often creates a feeling/sense of disappointment. Many pre-retirees do not fully comprehend how dramatically their lives will change. The shift from being on the job, be it any kind to finally retiring and not knowing any more than one has almost all their life can be dreadful. Factors like loneliness, anxiousness, boredom and most importantly, doubt begins to kick in.

Market Analysis Scope: Retired Active Citizens

In a scenario so drastic, have you wondered what are the extended problem areas attached to this?

Secondary Research:

Secondary research will pave our path to a better understanding of the mindsets of the recently retired citizens. With that, it will also help us understand the factors that play a key role into defining that drastic lifestyle shift that takes place right after retirement and the constituents of it.

Primary Research:

Primary research will help us place our focus on the major stakeholders and gauge into the situation through empathy, user persona and journey maps that mainly are the key to going deeper into our topic. Such research and analytical tools will bridge the gap between assumptions and facts and provide us with a better understanding of our potential and existing competitors and eventually design a problem-solving mechanism that is unique to itself.