Catherine began her career as a marketer and gained experience on both the client and agency side of the business working with blue chip international companies such as Microsoft, Pepsico, and Gatorade. Catherine discovered her love of research when she did a content analysis as part of her Masters degree. Many years later she fulfilled her dream of doing her PhD, which she completed in 2012, where she examined the key drivers to save for retirement using both qualitative and quantitative research techniques. The qualitative research was funded by AXA and the results widely publicised in national newspapers, major online news channels such as ninemsn, ABC radio as well as other Sydney and Melbourne radio stations, and the Channel 7 6pm news. That research has led her on a journey of discovery to learn more about retirement and Australia’s ageing population. Ever since, Catherine has read, listened, researched, observed, attended conferences and seminars, and talked with people of all ages about retirement and ageing. In 2015 Catherine began writing a blog on the topic and started her own research company, Three Sisters Research, focused on our ageing population. Catherine is also an Academic Mentor at the University of Sydney on the Master of Management and Master of International Management (CEMS) programs. She also admits to enjoying (preferring) the fuzzy world of qualitative research.
Co-Presenters: Mike Beder
Building on the award winning presentation from 2016 (‘Age Stereotypes and the Grey Tsunami’), this paper shares the findings from a qualitative (completed) and quantitative (yet to be undertaken) study on Baby Boomers. The purpose of the study was to gain an understanding of the lived experience of males and females 50-74 years old (vs the stereotypes attributed to this age-group) and gain insights on their attitudes towards factors such as health and technology. Hypotheses about what would be possible if companies dared to be different and embraced this market segment are outlined.
Daring? Maybe. Dangerous? Possibly. Different? Definitely.