Click on the videos to watch
The videos, which feature consumers aged 60 to 98, raise a number of questions around how this age group interact with packaging and products – and the frustrations they experience.
For instance, in the first video some talk about how they feel that their age group can be ignored by brands; this is in spite of their spending power.
In addition, they argue that as they buy products for their children and grandchildren, they are still shoppers of products for that sector.
They also express some frustration with perceived attitudes about them, for instance that they are less aware than other groups of health and diet, or the idea that they dislike ethnic food.
The second film focuses on packaging issues – for instance, jars, ring pulls, bottles and the frustrations that this group can have in opening them.
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