Advancement Associates News

11/12/2009
Emerging research method to benefit CCRCs and others

A continuing care retirement community (CCRC) can spend a lot of money trying to determine what prospective residents really want and need. In a highly competitive marketplace, CCRCs must better understand the reasons why older adults select one retirement community over another. Often, quantitative surveys are conducted to gather such information; however, marketers should wonder if statistics really reveal why people buy. 
 
Such surveys tend to elicit expected answers. But do responses on a questionnaire align with actual behavior? Sometimes they do.

In recent years, studies conducted by the Harvard Mind, Brain Behavior Initiative have asked an interesting question: Why is there often a difference between what people say and their actual behavior? Do people lie on surveys? No. They simply are not aware of the behavioral “drivers” that are present further below the surface. 

In addition to more traditional market research tools, Advancement Associates, Inc. (AAI) is excited to offer a cutting edge research method for CCRCs whose decision makers want to probe deeper. This method can also be applied to any organization wanting to test concepts with constituents and ensure their accurate feedback.

Gerald Zaltman, author of How Customers Think (Harvard Business School Publishing, 2003), believes that 95 percent of one’s decisions are actually driven by unconscious brain activities. Advances in qualitative research, under the broad category of “neuro-linguistic” inquiry, provide new tools for understandings that bridge the gap between what we say we want and what we actually buy. To extend the concept, if CCRCs want to better understand the actual motivations, emotions, attitudes and experiences informing important life decisions of prospective residents, including choice of retirement community, perhaps they should engage these constituents in structured, purposeful conversations. 

In 2008 AAI used a qualitative neuro-linguistic approach to successfully complete a research project for Mennonite Manor, a CCRC in South Hutchinson, KS. While the findings from that study continue to be implemented, AAI and Lowell Peachey, Mennonite Manor CEO, believe learning about the process could benefit other CCRCs.

Peachey, AAI Principal Becky Drumm and AAI Associate Mike Wiese will present a workshop on the topic at the next Mennonite Health Assembly which will take place March 4-7, 2010 in Norfolk, VA.

Watch the next AAI E-News for more on the Mennonite Manor project and the upcoming workshop. If this article has piqued your interest or if you have some questions in the meantime, email us.