Yonder Data Solutions launches two 65+ age quotas

UK – Fieldwork and data collection agency Yonder Data Solutions has implemented new age quotas with the aim of improving inclusivity and representation of the 65+ demographic in market research. 

Older couple watching TV

Yonder Data Solutions has introduced two age brackets – ‘65-74’ and ‘75+’ – rather than the approach typically used in the industry, which is viewing individuals in the ‘65+’ category as a homogeneous group.

The company has made the move in response to calls from the Market Research Society (MRS) and the MRS Representation in Research Committee urging the industry to recognise the growing importance of age diversity within this population group.

All of the company’s UK nationally representative samples will now include the two 65+ age bands. 

As part of this initiative, Yonder conducted research using its online omnibus to explore differences between the two age groups.

Financial comfort varies between the two age groups, according to the survey, with over a quarter ( 27%) of those aged 65-74 reported having little to no money left over for extra spending, compared with 18% of those aged 75+.

Additionally, the research found that 18% of respondents aged 65-74 are still working, compared with 4% of those aged 75+.

Chris Atkins, managing director, Yonder Data Solutions, said: “In my 18 years in the industry, ‘65+’ has always been the top age quota. But with the UK’s ageing population, it is becoming increasingly important for organisations and businesses to gain a deeper understanding of this group. MRS has been instrumental in driving conversations around representation in research, and I’m proud that Yonder Data Solutions is setting a new standard for representativity and inclusivity with these new age quotas.

“We also recognise that not all respondents over 65 are online, which is why we use our telephone (CATI) team to reach those who are digitally disengaged or excluded, ensuring that often unheard voices are represented in our research.” 

Jane Frost, chief executive, Market Research Society (MRS), said: “It doesn’t make any sense to group everyone over the age of 65 into a single category. By doing so, businesses will risk missing out on key commercial opportunities. A greater granularity of approach would undoubtedly benefit public policy as well. This age range covers people with so many different experiences, who are nowhere near homogeneous as Yonder Data Solutions’ work clearly shows. I welcome this response, which reflects MRS Guidance on the matter.”

The study referenced involved interviews with 1,961 adults aged 65 and over across four waves of fieldwork conducted between 30th August and 8th September 2024.

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