Retirees currently represent a sizeable segment of the U.S. population. As the baby boomers continue their march toward retirement, the population will get even larger. Firms striving to understand the needs of retirees and near-retirees often focus in on specific groups within the population. They typically apply this focus in a number of ways, examining groups based on their age, gender, asset-level, or marital status. While in some ways this may be insightful, the utility of this approach to grouping is limited.

Marketers are always looking for the best way to position their product or brand so it will be chosen over the competition. But what actually drives a consumer to choose one brand over another? In market research we are always trying to discover the nature of consumer choice. And while we continually refine how we [...]