Shae Ffrench

Shae Ffrench
  • Title: Research Director| Bastion Latitude
  • Company: Bastion Latitude

Shae absolutely loves getting stuck into a good, meaty problem. Whether its figuring out how to get Australians comfortable with talking about dying, truly understanding what anti-vaxxers are thinking and feeling, or how to demonstrate value to cynical consumers in a cut-throat industry, Shae applies her extensive experience in qualitative and quantitative research methods to problems faced by government departments, social agencies and commercial organisations. She is truly passionate about delivering clear, actionable insights to address her clients problems.

 

Building a social endorsement of older Australians

Co- Presenter- Mehdi Khallouk

16% of the Australian population were aged 65 and over at the 2016 Census. While this may sound relatively low, this represents a significant increase from the 5% of the first Census in 1911,and ABS demographic trends indicate continued ageing of the population over the next decades. Ageing is already creating dramatic policy and communications challenges for governments, most notably in the areas of retirement and health. Yet, most of the audience research presented at marketing and communication conferences tends to investigate millennials. Our seniors’ voice, as important as it is, is rarely present: without data, how can marketing and communications units communicate with confidence and authority?

In this presentation, Shae Ffrench and Mehdi Khallouk, Research Directors at Bastion Latitude, propose to help plug that gap through a triple pronged study, where you will find out about the key biases marketers, policy makers and millennials are guilty of when communicating with older Australians and from older Australians themselves how best to engage with them.

Oh, and did we tell you about our quiz and prizes? Come over.