Using World Caf and drama to explore older people's experience of financial products and services.
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Ritch, E. & Brennan, C. (2010) Using World Caf̩ and drama to explore older people's experience of financial products and services., International Journal of Consumer Studies, vol. 34, , pp. 405-411,
This article 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 Caf 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 Caf format, to obtain and record consumer opinions, arguably offers innovative options to researchers in other sectors of product or service consumption.