What is a potential cost when targeting the ageing population?

• A. Decreased marketing costs.
• B. Extensive market research costs time and money.
• C. Shorter product development cycles.
• D. Reduced product customization.

Answer: (B)

Targeting the ageing population requires gathering deep, practical insight into their needs, abilities, and preferences. To design products that are truly usable and appealing for seniors, you typically conduct extensive market research—surveys, interviews, and usability testing with older adults, plus studies on accessibility, readability, and how health or mobility factors influence use. Collecting and analyzing this information takes time and money, so the cost in this scenario is driven by thorough market research.

Other options don’t fit as well: marketing costs aren’t inherently decreased when focusing on seniors, since messaging and channels must be accessible and credible, which can add expense; shorter product development cycles aren’t typical because the extra testing and validation with an older audience often lengthen the process; and reducing customization goes against the need to accommodate the varied needs within the ageing population.