Premium
Using World Café and drama to explore older people's experience of financial products and services
Author(s) -
Ritch Elaine L.,
Brennan Carol
Publication year - 2010
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2010.00881.x
Subject(s) - drama , conversation , equity (law) , financial services , product (mathematics) , marketing , business , public relations , sociology , finance , political science , art , geometry , mathematics , communication , law , literature
This paper examines a novel strategy to get older people talking about their financial needs and equity release. A questionnaire was used to identify issues which were then written into a drama on equity release products and bank accounts. This dramatic representation of the issues preceded discussion among older people at a World Café event – a format that involves a series of circulating focus groups where concepts can be discussed in depth and recorded. The drama offered an initial stimulus of alternative and opposing opinions and facilitated conversation about financial products and services which are often considered uninteresting and private. The aim was to record ideas in the discussions that would benefit the production and design of innovative financial products that would meet the needs of people over 50 years. Further, as a technique, the combination of drama, used to stimulate discussion, and the World Café format, to obtain and record consumer opinions, arguably offers innovative options to researchers in other sectors of product or service consumption.