DaimlerChrysler wants to talk to Third Agers (55 to 70 year olds) - PeachParts Mercedes-Benz Forum

rmaurer · #1 07-04-2006, 07:33 AM

All,

I'm a Stanford PhD student working with DaimlerChrysler's research group (http://www.dcrtna.com/index.html) on a project involving the emerging Third Age (roughly 55 to 70 year olds) user base. We're particularly interested in the attitudes and preferences of people in this demographic to consumption, lifestyle, risk, retirement, the internet, environmental concerns, driving habits and (especially) cars. The aim of the project is to better understand these customers and (hopefully) design vehicles that meet their needs.

The details:

I'm looking for people age 55-70 (maybe a bit younger) to interview in their homes (or elsewhere if need be) for about two hours. We would talk about lots of topics in a relatively informal way and a DaimlerChrysler employee from the research center or design studio might also join us for the interview. The information from the interview would only be used internally and your likeness and words would not be used for advertising or other marketing purposes. The only requirement is that you meet the age guidelines and are someone who buys or considers buying new cars. I'm looking for a diverse sample of interviewees, so any and all are welcome to respond. You don't have to be a car enthusiast.

I'm going to be doing this around the country this summer. I will be targeting six (perhaps seven) regions: Northern California (Bay Area), Southern California (LA, Orange County, San Diego), Southwest (Dallas, Lubbock, Albuquerque), Midwest (Chicago, Milwaukee), New England (Boston, Worcester, Portsmouth), South (Atlanta, Savannah, Gainesville, Charleston), and perhaps the Philadelphia area.

There isn't currently any monetary incentive attached, but there will be some merchandise for participants. The primary incentive is to be able to participate in the development and design of the vehicles they use. Very few companies understand the needs of 'boomers' as they move into what used to be retirement age. The needs of 60-somethings today are very different than those of the previous generation and anything that can be done to improve products for them is worthwhile.

If you have any interest, or know anyone who would be interested please contact me here or at rmaurer@stanford.edu.

Thanks,
Ralph
_____________________________

Ralph Maurer
PhD Candidate
Center for Work, Technology and Organization
Stanford University

peragro · #2 07-04-2006, 02:33 PM

When are you going to get around to asking the non-boomers, or should I say the people that will be buying cars for the next 50 years or more, what they want?

t walgamuth · #3 07-04-2006, 03:00 PM

who says the 72 newport was decent?

i rather like the 300 and the magnum.

they drive just like a benz.

tom w

rmaurer · #4 07-04-2006, 04:03 PM

Quote:

Originally Posted by peragro

When are you going to get around to asking the non-boomers, or should I say the people that will be buying cars for the next 50 years or more, what they want?

Fair enough...I'm an outsider too (just a lowly PhD student) and have observed that the car industry has been pretty slow to embrace the customer-driven innovation ideas (and actions) that have taken hold in other areas (software, fashion, toys...look at Lego). Many of you have probably observed the same thing.

That said, I can tell you that the execs, designers, engineers and researchers at DC that I deal with know this is a problem and are tackling it head-on. This project is one of the first in a series of efforts to make customers a more persistant part of the design process.

If anyone would like to help, or knows anyone who could help (a parent or neighbor, for instance) please let me know.

Thanks,
-Ralph

rmaurer · #5 07-04-2006, 04:06 PM

Quote:

Originally Posted by t walgamuth

who says the 72 newport was decent?

i rather like the 300 and the magnum.

they drive just like a benz.

tom w

I got to drive an SRT Magnum a few weeks ago. Wow.

-Ralph

Jim B. · #6 07-04-2006, 05:28 PM

Glad to see they realize that age demographic isn't just a bunch of old codgers waiting for the next Studebaker model to come out.

I've a hunch that reliability, comfort, simplicity will figure as keywords that will come up though as you research this.

Despite Ford Motor company's lack of attention, and few updates, the Mercury and Ford Crown Victoria continue to meet the needs of this demographic, and sell very well. I like those cars a lot and owned them for years.

peragro · #7 07-04-2006, 05:42 PM

I think that the lure of reliable, classic styled Mercedes crosses all age groups - they just aren't making them today. I'm in the generation X category and I still find that all the new mercedes look just like fords, which look just like hondas which look just like toyotas and so on. As far as reliability goes in the newer benz models... From what I've heard I'll stick with my old diesel mercedes - often viewed as the peak of mercedes engineering.

Hatterasguy · #8 07-04-2006, 08:11 PM

MB should be interested in the 50-70 age group guess who buys a lot of their cars? That shouts S class demographics.

#9 07-05-2006, 12:48 AM

Start building cars and trucks that are reliable, and stop letting dealers sell Mercedes alongside Jeeps. Two different demographics.

Mistress · #10 07-05-2006, 12:09 PM

Just remember "THE OLDIES ARE THE GOODIES." Glad to know an automaker cares what our generation thinks.

TheDon · #11 07-05-2006, 12:37 PM

give me a sprinter RV and ill be happy

Mike Murrell · #12 07-05-2006, 05:25 PM

Car makers should not be concerned about "age groups".

They should focus on reliability/durability.

I realize this isn't likely to happen, but it should.

Carleton Hughes · #13 07-05-2006, 05:46 PM

Since this is like as not to be the last vehicle they ever purchase I conclude they are going to go the comfort and ergonomics route and affix a mighty hefty price tag to it.

Some market research whiz probably downed one too many espresso martinis and said"OVERLOOKED MARKET SECTOR!!!"

And,with alcohol and caffeine blurring their usually realistic outlook,and visions of a brilliant future conjured up he/she wrote a proposal,passed it up the ladder and some upper management hack like as not got the credit for it.

BENZ-LGB · #14 07-05-2006, 06:21 PM

Quote:

Originally Posted by peragro

When are you going to get around to asking the non-boomers, or should I say the people that will be buying cars for the next 50 years or more, what they want?

Who cares what you younglins want....get in line....

BENZ-LGB · #15 07-05-2006, 06:22 PM

Quote:

Originally Posted by PaulC

Ralph,

We're dying, broke, our pensions are underfunded, our arteries are clogging, we're pissing our pants over Social Security, and Chrysler hasn't made a decent car since the 1972 Newport.