This week we conducted the first focus groups on which marketing messages and materials work and which ones fail to present retirement villages effectively.

Websites, radio, video, presentation kits and press ads from up to 10 different operators are being tested. After two focus groups we take that creative and we are recreating the material incorporating the feedback given by the prospective residents. We then test this new material, and then repeat the exercise.

Nine press ads for instance were presented and the most traditional layout, an ad for Blue Hills at Cranbourne (pictured), received the strongest endorsement for a number of valid reasons.

The research is being conducted by Mark McCrindle and Claire Madden of McCrindle Research, commissioned by us at villages.com.au and partly financially supported by the Retirement Living Council with ECH, Blue Care and Amana Living. (Thanks to them, for investing in the sector).

The first round of focus groups have been exhilarating in their clarity of feedback to marketers. We will have results available in mid-September to present to the sector.