Knowledge Transfer Partnership: Age UK and Brunel University

In November 2010 Age UK and Brunel University started a three and a half year Knowledge Transfer Partnership (KTP) supported by the Technology Strategy Board (TSB) and the Economic and Social Research Council (ESRC).

The partnership aims to establish a comprehensive and multidisciplinary understanding of the ageing consumer and the ways in which to address their needs and aspirations.

The project brings together marketing and design disciplines to better profile the behaviour and lifestyle of people in later life, thus allowing for products and services that can improve their quality of life.

Research within the Engage Business Network

The research associates working within Engage as part of the aforementioned project are concentrating on three streams of research:

• Understanding the heterogeneous ageing consumer market using segmentation and profiling techniques
• Developing and evaluating inclusive design methodologies
• Asssessing and improving the communication and interation strategies with people in later life, including online, face-to-face and telephone channels 

Engage Business Network members are a key audience of this research as it is targeted, not least, to organisations aimed at becoming and staying competitive in the mature consumer market. The findings of the project will be published and disseminated in various ways, including at Engage seminars and events.