HUMBUG
What is The Humbug Club?
The Humbug Club is a new community of people aged 61+ that we are creating on Facebook, to give brands a fast, direct line into how older consumers feel about their marketing, and older consumers a simple way to share their views on brands and their ads, if only to vent their spleens!
What are we trying to do?
Gather 1,000+ people from across the UK into a safe space where we can get a conversation going between brands and businesses and older consumers that is mutually beneficial to all parties.
The unique bit? Every Club member will be asked the 'Ozzy. Power of 9’ questions, and be popped into one of our unique, 6 mature consumer segments.​
That means every survey response can be mapped back to an Ozzy profile, giving a unique layer of advertising effectiveness insight over and above the answers to the survey questions themselves.
Who’s delivering it?
We’ve asked The Community Data Cooperative, a community‑owned, not‑for‑profit research cooperative, to work with us and run the project.​​
They are the UK’s only community‑owned research business, donating all profits from research back into community projects such as free transport services, warm‑space cafes and small grants for carers, chosen by members themselves.​​
They’re a trusted organisations and are part of the wider ‘data for good’ movement – using insight to benefit the people who provide it.​​
To find out more about them click here.​​​​​​
Why get involved as a brand owner?
Our research tells us people aged 61 and over are tired of being ignored, mis‑represented or stereotyped by advertisers.
If you want to advertise to older consumers more effectively, there’s no better starting point than asking The Humbug Club to set you straight.​​
The Humbug Club will help you understand how people 61+ think, feel and behave with regard to advertising, while also adding weight to your ESG/CSR programme by putting research income back into the communities they live in.​
We don’t know exactly where this experiment will go, but we do know:​​
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This isn’t another dull panel – it’s set up by Humbug and run by The Community Data Cooperative, both of whom know this space and are trusted players in it.​
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It should be fun and rewarding to take part in, and it will be a genuine partnership between brands, researchers and the older consumers you most need to understand.​
What’s not to like?
Want to know more, get in touch.
