Understanding the decision maker's journey in aged care

1. CASE STUDY: GOVERNMENT AND SOCIAL
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MAKING JOURNEY PLEASE GET IN TOUCH
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Understanding the decision maker’s
journey in aged care
The business issue
Our client, a leader in providing aged care, sought to
understand the industry landscape more
comprehensively to better deliver on customer needs.
Our approach
Latitude Insights recommended research to better
understand the expectations, needs and experiences of the
families and carers of their residents.
The research explored how families and carers experienced
the client’s products and services, thereby identifying areas
and opportunities for improvement.
In doing so, Latitude Insights identified new approaches to
engaging decision makers in aged care.
The results
The research provided out clients with an in-depth
understanding of the experience and attitudinal state of
decision makers when their loved ones go into care, the
process of decision making and key touchpoints.
This information fed into the strategic plan, facilitating key
decisions regarding infrastructure, staffing and personnel,
marketing and communications.
“I did not really have any other expectation other
than she would be cared for. Over time my
expectations have changed. I still expect she will
be cared for, but I also expect that I will be part
of the decision making and care process”
Community Member
The solution
Latitude Insights recruited family members of current aged
care residents and invited them to join an Insights
Community.
Targeted recruitment strategy:
Given the niche audience, families of residents currently in
aged care, Latitude Insights designed a targeted recruitment
campaign.
Participants were invited to join via our client’s website, and
an EDM sent via our client's database.
A six-week long Insights Community
 Secure and accessible
 Deep level of engagement
 Wide reach – no geographical limitations
 Context rich insights
 Quick turnaround
 Longitudinal and iterative
 Cost effective