Beacon Research and AARP Kristin Schwitzer and Diane Ty May 12, 2011 AARP targets year olds?!?

Beacon Research and AARP Agenda  Business situation  Research design: 3 phases –Research objectives –Methodology –Outcomes  Overall impact

Beacon Research and AARP Business situation

Beacon Research and AARP Business situation  An important strategic initiative: a new financial planning website for young adults “A place to discover the essentials of money – how to earn, save and use it to live the best life you can.”

Beacon Research and AARP Business situation Should AARP launch its planned initiative targeted at young adults? And, if so, how should it convey its sponsorship?

Beacon Research and AARP Research design  Phase I: Feedback on alpha site (Spring 2008)  Phase II: Branding study (Summer 2008)  Phase III: Tools testing (Winter 2009)

Beacon Research and AARP Research objective To get “blink” reactions from a fresh set of young Americans to the LifeTuner alpha site, overall concept, and branding as a “safety check” prior to development of a beta site Phase I Feedback on alpha site

Beacon Research and AARP Methodology  29 one-on one interviews, each roughly one hour long Phase I Feedback on alpha site

Beacon Research and AARP Stimuli Phase I Feedback on alpha site In the “footer” About Us Top of the page

Beacon Research and AARP Outcome  The LifeTuner name works  Home page looks like an ad – purpose not clear  Those shown AARP branding noticed it -- site “is not for me”  Most “got” why AARP would be doing this site  Despite the age stereotype, most wanted AARP branding on the home page  A YouTube-style 30-second video would help Phase I Feedback on alpha site

Beacon Research and AARP Research Objective To determine how to convey AARP’s sponsorship of LifeTuner and get reactions to potential home page directions:  What’s the best way to show its affiliation and ensure the intended audience knows it’s for them?  What is the most effective balance of brand “signals”? Phase II Branding study

Beacon Research and AARP  207 one-one-one online interviews (mix of closed- and open-ended Qs), each lasting 2 days, with roughly an equal # across each of 4 segments Achievers (51) Strivers (52) Laid Back (53) Overwhelmed (51) Phase II Branding study Methodology

Beacon Research and AARP 4 homepage designs: Control + 3 new designs Phase II Branding study Stimuli (exposure rotated to prevent order bias)

Beacon Research and AARP Stimuli (exposure rotated to prevent order bias) 4 branding variations, all tested using the Control homepage design Phase II Branding study

Beacon Research and AARP Outcome  Advised not to reveal AARP sponsorship too prominently or too early, or else risk target thinking it’s “not for them”  “W” design performed best, but photos can be polarizing  Implemented combination of branding options Phase II Branding study

Beacon Research and AARP Research objective  Did the tool concepts create interest and the desired “aha” moment that they were intended to achieve?  Should LifeTuner invest in development resources to build tools? Phase III Tools testing To get reactions to two potential tools:

Beacon Research and AARP Methodology 16 one-one-one web/phone interviews each lasting about 50 minutes Phase III Tools testing

Beacon Research and AARP Two tools (early versions of each): Phase III Tools testing Stimuli (exposure rotated to prevent order bias)

Beacon Research and AARP Outcome  A suite of custom, interactive tools now available  AARP “commissioned” LifeTuner team to build a new retirement tool version for its 50+ audience  AARP Retirement tool featured in Feb 2011 “Consumer Reports”  LifeTuner team now building Social Security tool for aarp.org Phase III Tools testing

Beacon Research and AARP Overall Impact  Quali-quant research provided the final “push” for the AARP Board to agree unanimously on a LifeTuner pilot with: –AARP brand at the footer vs. prominently “above the fold” –LifeTuner developed competency to build tools for itself and AARP.org

Beacon Research and AARP Overall Impact  LifeTuner.org received strong media coverage: Play video (and insert still here)

Beacon Research and AARP Overall Impact  Media coverage: –Nov 2009: Featured case study in BW’s innovation section “How AARP Came to Serve the 20-Somethings”

Beacon Research and AARP Overall Impact  Industry recognition: –Jan 2010: named a “Top 100 expert to follow on Twitter”

Beacon Research and AARP Overall Impact  Industry recognition: –Spring 2010: listed on Guy Kawasaki’s round-up of personal finance sites

Beacon Research and AARP Overall Impact  Industry recognition: –June 2010: wins GOLD IDEA award

Beacon Research and AARP Questions?