SBIR-STTR Award

Older Americans represent a massive consumer market that is just beginning to be served effectively. The Mature Market Profiler offers an innovative and integrated information system that enables businesses and service providers to better target and deliver their products and services to this fast growing and diverse segment of the population. The system uses a specially-designed survey that explores the values, attitudes, and practices of the 50+ market in the areas of housing, health care, community and home-based services, and financial services, and integrates these data with readily available data from the U.S. Bureau of the Census. This integration of new and existing data sources, coupled with a powerful and easy-to-use delivery system, distinguishes the Mature Marker Profiler from existing sources of information on the mature market. In particular, the Mature Market Profiler integrates national and local area survey data on the mature market with small-area socioeconomic and demographic data; it incorporates targeting, and pre-structured tables and maps profiling the mature market in th final product; and, it provides an off-the-shelf product ot businesses and services providers which allows them to react quickly and effectively to changing attitudes, preferences, and needs of the mature market. PROPOSED COMMERCIAL APPLICATION: The Mature Market Profiler offers businesses and service providers detailed and geographically-specific information on the size, growth, and characteristics of different segments of the older population in a powerful and easy-to-use delivery system. The system serves clients who provide housing, health care, community- and home-based services, financial services, and others targeting the older market.

Thesaurus Terms:
aging, information system, method development human population study human subject, population surveyNational Institute on Aging (NIA)

Attitude and Demographic Profiles for Precise Targeting (ADEPPT) will provide precisely targeted demographic and consumer data about Americans over 50, the "baby boom" generation. This varied market has been hard to reach with existing demographic marketing systems. Because this age group is not one market but many, ADePPT's specialized information will combine two information sources into a single, user-friendly data analysis product. Segmented, geographic, age-stratified data will be tied to information from ongoing consumer surveys to create a multi-dimensional portrait of the mature market. A flexible, relatively inexpensive, easy-to-use desktop delivery system will allow for customized analyses and output to print, spreadsheet, or mapping programs. Decision Demographics has already determined the scope and general content of the survey, surveyed research partners, and explored data delivery options and partner firms. Ongoing survey work includes developing, pretesting, and revising the questionnaire, creating the sample frame, monitoring data collection, and geocoding the results. An advisory panel of potential users will assist with this phase.

Thesaurus Terms:
aging, human population study, information system, population survey, questionnaire, technology /technique development informatics clinical research, human subject