Research Objective
Context
Research Approach
Quantitative Concept Testing
The study aimed to:
Validate the appeal and perceived value of a subscription-based senior care platform
Assess willingness to pay and switching intent
Identify which of the three proposed plans—Superior, Prime, or Basic—had the strongest market potential
Concept Testing and Go-to-Market Strategy for a Subscription-Based Senior Care Platform
A senior care provider wanted to launch a subscription-based platform for urban senior citizens, combining multiple in-home services—such as healthcare, housekeeping, and assistance—into a single, trusted plan.
The biggest uncertainty was adoption. Before investing in product development, pricing, and marketing, the client needed data-driven clarity on whether seniors would:
See real value in a bundled subscription model
Switch from their existing, unbundled service providers
Show sufficient willingness to pay
A structured, face-to-face quantitative study was conducted across five major South Indian cities.
Sample Profile:
300 senior citizens aged 65+ (singles and couples)
Decision-makers or strong influencers in household service choices
Urban, service-aware markets with exposure to home-based care
The study explored concept appeal, plan preference, perceived value, and current spending behavior.
High Existing Spend Shows Readiness to Subscribe
Premium Bundles Drive Stronger Interest
Among the three plans tested:
Prime showed the highest adoption intent
Superior performed strongly
Basic had limited appeal
Seniors preferred comprehensive, premium solutions that offered assurance and dependability over stripped-down, low-cost options.
Core Services That Define Value
Three in-home services consistently drove perceived value across all segments:
Medicine delivery
Regular medical check-ups
Maid/home cleaning services
Bundles missing these were unlikely to attract meaningful adoption.
Product & Pricing Strategy
Focus on launching Superior and Prime plans
Defer or drop the Basic plan
Position pricing by emphasizing the all-in-one convenience compared to juggling multiple providers
Value Communication
Adoption would be driven more by trust and peace of mind than cost savings.
Key brand messages included:
“One trusted partner” for all senior care needs
Comprehensive care and convenience
Reduced stress for both seniors and their families
Go-to-Market Segmentation
Two audience clusters emerged with distinct media habits:
Traditional retirees: Vernacular TV and print newspapers
Digitally active seniors/caregivers: OTT platforms and social media
This segmentation enabled a targeted, cost-efficient media strategy.
Outcome
The research provided a clear, low-risk roadmap for launch:
Validated market demand for a subscription-based senior care model
Identified Superior and Prime as the optimal offerings
Delivered a focused product and GTM strategy
As a result, the client moved forward with greater confidence, achieving:
A de-risked market entry
Faster payback through focused targeting
A scalable foundation for growth in the senior care sector
Strategic Recommendation
Seniors were already spending considerable amounts each month on individual providers—especially for healthcare and housekeeping.
Implications: Low price resistance for the right, value-rich offer, Strong desire for convenience, coordination, and reliability.