Baby Boomer Market Research: A Guide to Recruiting Over-60

At a glance

  • Who they are: Baby boomers (born 1946–1964), a diverse group of over-60s with varied digital confidence, lifestyles and research preferences. 
  • Why they matter: This generation holds significant buying power, strong brand loyalty and decades of lived experience that shape real consumer decisions. 
  • Key to success: Clear communication, accessible formats, supportive methods and a respectful, thoughtful approach. 
  • On this page: Best practices, recruitment tips and real-world insight for running effective baby boomer research. 

 

Explore our wider audience research services to see how this fits into our broader approach.

If you want your baby boomer research to reflect the real decisions being made across households today, your recruitment approach needs to recognise their unique life stage, habits, and expectations. 

Who are baby boomers?

Older adults are often underrepresented in market research – yet they’re among the most influential consumer groups in the UK. With more than 11 million people aged 65 or above, this audience has substantial spending power, shaped by life stage, work history, household responsibilities and long-formed habits.

But “over 60s” is not a single group. This is a diverse audience, which is exactly why thoughtful, flexible baby boomer research is so important. A digitally confident 62-year-old working part-time, a recently retired 70-year-old caring for grandchildren, and an 82-year-old living alone will each have different motivations, accessibility needs and levels of comfort with technology.

If you want high-quality insight from this generation, a one-size-fits-all approach won’t work. Recruiting baby boomers for market research requires flexibility, clarity and genuine understanding – and that’s where Angelfish Fieldwork excels.

Why baby boomers need a tailored recruitment approach

Older adults are sometimes treated as a single group in research, but their needs, lifestyles and levels of digital confidence vary widely, making a tailored approach essential for meaningful baby boomer research.

The MRS Best Practice Guide encourages researchers to avoid treating older adults as a homogenous group. Within the 60+ bracket, there are huge variations in:

  • Digital confidence – many baby boomers use smartphones daily, while others prefer offline methods.
  • Health and accessibility needs – including larger text, longer deadlines or more support.
  • Lifestyle – from active, tech-savvy 60-somethings to older adults who prefer phone or in-person formats.
  • Incentive expectations – older audiences often expect a fair reward for their time, especially in digital studies.
  • Pace – some participants simply prefer slower, clearer communication and reassurance.

Segmenting this target audience into groups such as 60–69, 70–79, and 80+ helps ensure your approach is respectful, relevant and insight-rich. This segmentation also uncovers generational nuances that would otherwise go unseen.

Want to explore this further?

See our Over-60s Pulse Survey and our follow-up blog Challenging ageism in market research

Where to reach baby boomers

Older adults are highly active online – just in different ways. According to SOAX, over 18.3 million UK Facebook users are aged 45+, with Facebook remaining the social media platform of choice for many baby boomers.

Effective places to reach this audience include:

Digital channels

  • Facebook groups
  • Email newsletters
  • Interest-based forums (health, lifestyle, travel, finance)
  • Opt-in research communities such as our Angelfish Opinions community, where you can explore the number of baby boomer members via our Community Stats page
  • YouTube, where older adults often spend time on tutorials, travel and lifestyle content

Offline channels

  • Local press
  • Flyers and posters (community centres, libraries, supermarkets)
  • Phone outreach
  • Charity partners
  • Word of mouth and family referrals

The key is understanding not just where they are – but where they are comfortable. For example, younger boomers (60–70) may be happy completing online communities, while participants in their late 70s or 80s may benefit from phone reminders or printed instructions.

Crafting messages that build trust

Tone and clarity make all the difference when recruiting baby boomers for market research. This generation values professionalism, honesty and respect – especially online.

What works well:

  • Clear, concise language
  • Warm, professional tone
  • Full transparency on time commitments, incentives and expectations
  • Accessible formatting (larger text, strong contrast, mobile/tablet friendliness)
  • Telephone helplines or live support for those who need reassurance
  • Respect for their time and experience

Older adults are more cautious of online scams, which means trust-building is essential. The more transparent and organised your communication is, the more confident they’ll feel about taking part.

To avoid common pitfalls, see our blog on recruitment mistakes to avoid.

What motivates baby boomers to take part

Although this generation is often seen as “hard to reach,” research shows the opposite. When the approach is right, older audiences are among the most engaged, reliable and reflective participants.

Their motivations typically include:

  • A desire to share life experience
  • Feeling valued and listened to
  • Preference for structured tasks
  • Interest in topics that affect their daily lives (finance, health, community, travel, household)
  • Enjoyment of meaningful discussions rather than fast-paced digital micro-tasks

When older adults feel respected, supported and understood, engagement – and the quality of their insight – increases significantly.

Research methods that work well for baby boomers

There’s no single best methodology for this audience – but there are patterns.

Great for younger baby boomers (60–70)

  • Online communities
  • Digital ethnography
  • Zoom or Teams interviews
  • Accessible surveys

Great for 70–79

  • Telephone interviews
  • Zoom with tech support
  • In-person interviews or small groups
  • Postal or diary tasks

Great for 80+

  • Phone-based methods
  • In-person interviews
  • Assisted tasks via family members or carers

Be cautious with:

  • App-based diaries
  • Self-shot videos
  • Fast-turnaround mobile methodologies
    (Still possible for younger boomers, but not always ideal for older participants.)

Choosing formats that reflect this generation’s comfort levels ensures they remain confident and engaged – and forms an important part of effective research participant recruitment.

Ethics and the MRS Code of Conduct

Recruiting older audiences requires care, respect and a commitment to ethical standards.

We follow the MRS Code of Conduct, ensuring:

  • Clear and informed consent
  • Flexible participation formats
  • Accessible documents (font, structure, readability)
  • Additional time where needed
  • Tech support for remote research
  • Respectful questions and sensitive handling of vulnerabilities

This isn’t just good practice – it’s essential for generating high-quality insight.

Case study: Market research for charities

We also worked with a leading charity to recruit older adults for a multi-stage project exploring how they engaged with fundraising communications.

To reach a broad, representative sample – including volunteers, carers and older adults with varying digital skills – we used a hybrid recruitment approach combining Facebook groups, community outreach and our Angelfish Opinions opt-in community.

We provided accessibility support throughout, including telephone instructions and optional alternatives for those who preferred offline tasks. The result was a diverse group of high-quality participants whose insights directly shaped the charity’s engagement strategy.

Final thoughts

Baby boomers bring decades of life experience, clarity and context – making them essential contributors to baby boomer audience research. With the right approach, older adults offer thoughtful, engaged and incredibly valuable insight.

At Angelfish, we specialise in connecting researchers with highly engaged over-60s through ethical, supportive and flexible recruitment methods.

Researchers work with Angelfish because:

  • We have an active, engaged community of baby boomers (see our Community Stats page)
  • We offer dedicated tech support and phone guidance
  • We specialise in inclusive, ethical, MRS-aligned recruitment
  • We tailor communication to different age segments
  • We have proven experience across finance, charity, health, retail and lifestyle
  • We are proactive, communicative and detail-driven throughout fieldwork

Here’s what Just Group says about working with us:

“Your team has been proactive and easy to work with. I appreciate the regular updates and the way you keep things transparent, which makes the whole process smoother on our end. We set some pretty ambitious targets, and I appreciate the effort your team puts in to meet them. We appreciate the dedication to ensuring project deadlines are met, despite shifting requirements and aiming high. You are always adaptable, supportive and lovely to work with – you give me & my team peace of mind, knowing we can always rely on you to deliver.”
— Just Group plc

Ready to recruit baby boomer participants for your next project?

Let’s make it happen, get in touch today!

Interested in other audiences?

Explore our wider audience research services, or our generational recruitment guides below:

Let’s make your baby boomer market research more inclusive, insightful, and impactful.

Frequently Asked Questions

How do you build trust with baby boomers in market research?

Be open and transparent. Explain the study purpose, time commitment, incentive and privacy upfront. Clear, respectful communication builds confidence.

What are the best strategies for baby boomer research and recruitment?

Accessible formats, warm communication, flexible scheduling and supportive methods such as phone or video interviews work best.

Why is baby boomer audience research important?

Baby boomers influence household decision-making, financial behaviour and day-to-day routines across generations. Their insight adds depth and real-world context.

Are remote methods suitable for baby boomers?

Absolutely – especially with support. Many over-60s use video calls confidently, while telephone and in-person sessions remain strong options.

What incentives work best for baby boomers?

Fair, transparent incentives such as digital vouchers, bank transfers or charitable donations. Clarity and respect matter most.

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