Consumer Participation in ProductDevelopment within an Ageing Society –Methods, Benefits, and Challenges
Uwe M. Kleinemas

DISCLAIMER
No portion of these materials is tobe used or disseminated by any
method without the expressed
written consent of the presenter(s)and the German Institute forJapanese Studies (DIJ).

Center for the Cultures of Aging
University of Bonn
Oxfordstr. 15
D-53113 Bonn, GERMANY

THE SILVER MARKET PHENOMENON - Tokyo, Japan - October 2008

The Elderly Consumer – a „mighty
grey mouse“• In 2050, more than 25 million people aged 60 andabove are expected in Germany which is about athird of the whole population
population.
• They will spend about 386 Billions of Euros for
products and services
services.
• That is more than 41 percent of the whole consumer
potential in Germany.
Germany
Center for the Cultures of Aging
University of Bonn
Oxfordstr. 15
D-53113 Bonn, GERMANY

THE SILVER MARKET PHENOMENON - Tokyo, Japan - October 2008

The Elderly Product User – treatedlike Cinderella• In the vast majority, companies do not know muchabout the needs of elderly users.
• Companies widely ignore the needs of elderly users.
• Elderly consumers are extensively excluded from theprocess of product development and product design.
Center for the Cultures of Aging
University of Bonn
Oxfordstr. 15
D-53113 Bonn, GERMANY

THE SILVER MARKET PHENOMENON - Tokyo, Japan - October 2008

Bringing the Prince to Cinderella – a„win-win“-Approachwin win“ Approach• Elderly users with their experiences, their will toparticipate, and their economical power can benefit
from better products and services.
• Companies can both enhance profit and standing in amore and more silver market.
Center for the Cultures of Aging
University of Bonn
Oxfordstr. 15
D-53113 Bonn, GERMANY

THE SILVER MARKET PHENOMENON - Tokyo, Japan - October 2008

The Consumer Panel – Initial Thoughtsg••••••
Center for the Cultures of Aging
University of Bonn
Oxfordstr. 15
D-53113 Bonn, GERMANY

Service means not only the distribution of information, but has toincorporate consumers in the improvement of products andservices.
An ageingg g societyy needs productspwhich are likeable and usable
at the same time.
In many areas, seniors do not want and do not need special„senior products“, but may profit higher-than-average from „gooddesign for all“.
P d t andProductsdSServices
ihavehtot beb testedt t d nott onlyl ini thethlaboratory, but in long term everyday use by target groups.
The subjective perception of products is just as important asobjective properties.
Real consumer participation has to prove effects on productdesign and public appearance.
THE SILVER MARKET PHENOMENON - Tokyo, Japan - October 2008

The Consumer Panel in a Framework
CachetMedia Services

Practical Handbooks

WebsiteAssistancefor Companies

Consumer Panel
2500 Representatives
aged 50 and above

ClearingHouseConsumers IdeasMarket (online)

Center for the Cultures of Aging
University of Bonn
Oxfordstr. 15
D-53113 Bonn, GERMANY

Internet-basedSurveyServiceCall-Center

Demand Analysis
by conventional
market research

THE SILVER MARKET PHENOMENON - Tokyo, Japan - October 2008

Requests
from Companies

The Consumer Panel – Five Strata ofthe Framework
1. Input: generating impulses for initiating
panel testingg q
qualitative and quantitativeq
2. Clearing:
analysis of input data
3. Consumer Panel: field testing of products
and services
4. Output: Analysis and target grouporiented distribution (media, consumers,companies) of results
5. Cachet: utilization of results forcertification of products and services
Center for the Cultures of Aging
University of Bonn
Oxfordstr. 15
D-53113 Bonn, GERMANY

THE SILVER MARKET PHENOMENON - Tokyo, Japan - October 2008

The Consumer Panel – How it works
1. Recruiting panel members: members are recruitedb phonebyhbasedb d on a representativet ti household
hh ld
sample. Information about product needs,experiences and use habits is collected.
2. Field test: members get specific products (orprototypes) for free from companies. Everyday usefor at least a month follows.
3. Standardized Questionnaire and Interview:experiences and attitudes (usability,(usability likeability) as
well as improvement potentials of the tested
product are collected.
4. Analysis
y and Feedback: Results are analyzed
yforeach product and communicated to testers

Center for the Cultures of Aging
University of Bonn
Oxfordstr. 15
D-53113 Bonn, GERMANY

THE SILVER MARKET PHENOMENON - Tokyo, Japan - October 2008

Application of the Consumer Panel –Consequences and Benefits

Center for the Cultures of Aging
University of Bonn
Oxfordstr. 15D-53113 Bonn, GERMANY•

A consumer-based quality
certification of products andservices is introduced.

•Sources for a demography-oriented
demography oriented
improvement of products within thecompanies are provided.

•Elderly consumers are embedded
continiouslyl in theh developmentdl
off
products they need and want.

•Public information may lead to apromotion effect of products andservices which could open themarket for more and better
products needed by members of anageing society.

THE SILVER MARKET PHENOMENON - Tokyo, Japan - October 2008

Thankh k you forf your attention!
iCenter for the Cultures of Aging
University of BonnOxfordstr. 15
D-53113 Bonn, GERMANY

THE SILVER MARKET PHENOMENON - Tokyo, Japan - October 2008