August has been a busy month at the thinkbank and, as is typically the case once summer ends, the fall will be even busier. One major project we’ve been involved with is something we’re calling “Project Looking Glass.”

Some of you may already know this, but earlier this year, Pavone created a marketing firm called Varsity, whose sole purpose is to help brands communicate with the oft-overlooked and mis-targeted 55+ audience. Some of the same people who make up the Pavone team are also members of the Varsity team.

On August 1, two Varsity researchers—including Pavone’s own director of strategy and planning, Bob Fell—moved out of their homes and away from their families to become full-time residents at a Lancaster County retirement community called Garden Spot Village. The goal is to gain first-hand knowledge of the real issues surrounding the life of seniors in order to help companies develop better products and services for seniors and to market to them more effectively.

So far during their 30-day stay, they’ve conducted qualitative and quantitative research with the community’s residents through surveys, interviews, casual conversations observations, and by working hard to become just like any other member of the community population.

The research isn’t just a snapshot of Lancaster County seniors. We’ve also opened up the surveys to retirement communities and consumers across the nation. After the project, the findings will be summarized and shared publicly with the marketing community. The results will also become the subject of a book.�

According to Bob, life at Garden Spot Village isn’t all pinochle, mashed peas and “Price is Right.” Of course, those would be stereotypes, which is part of the reason why Bob is there—to show the world what really motivates those over 55.

I won’t attempt to summarize the many insights gathered by the Varsity team here. Instead, I’ll direct your attention to the Project Looking Glass blog, where the team has been filing daily reports and observations during their stay at Garden Spot Village. It’s fascinating stuff really, and just tip of the iceberg in terms of what’s been learned so far. Don’t forget to check out the video of Bob showing off his whistling skills at a recent garden party.