Quantitative and qualitative research on behalf of Kāinga Ora, to understand retirement expectations in the Waikato Future Proof sub-region.
The Challenge
The Future Proof sub-region is undergoing a massive transformation of growth; the needs and implications of this are not well understood. As part of a wider study, Kāinga Ora, on behalf of Future Proof, wanted to understand the retirement housing expectations of Waikato residents aged 45 years and older.
The Solution
TUA facilitated a survey campaign to reach residents in the Waikato sub-region. Over 1,000 survey responses were received in three weeks, providing a comprehensive set of relevant data for Future Proof. Additionally, TUA designed and directed nine qualitative research interviews with CEOs and managers of NZ retirement villages, to further understand their positions in the market and how they intend to plan for future demand in the Waikato sub-region.
The Journey
TUA used a strategic digital marketing campaign to disseminate the online survey to the target audience in the Waikato. Key messaging was developed to ensure a wide range of demographics within this were reached. TUA worked closely with Future Proof to understand the gaps in their knowledge to develop a thorough interview programme, which was then transcribed and presented to the wider team.
