4. Hypothesis
Karen Zhang, Kathy Jiang, Scenery Dong 10/12 2020
“We believe that senior females who grew up under
stereotypical gender education need help to cope with
their stress caused by family relationships and the social
expectations.”
5. Focusing
Molecule
senior females who grew
up under stereotypical
gender education
?
Have difficulties in coping with
their stress caused by family
relationships and social
expectations
PEOPLE
PROBLEM
SOLUTION
Karen Zhang, Kathy Jiang, Scenery Dong 10/12 2020
7. Interview Recruitment
We found our interviewees (2 females
aged 55-60) from the following
sources:
1. Asking grandparents’ neighbor
(online interview)
2. Asking a past interviewee’s
friend (online interview)
https://www.google.com/url?sa=i&url=https%3A%2F%2Fasia.nikkei.com%2FSpotlight%2FThe-Big-Story%2FFrom-WeChat-to-Taobao-China-s-elderly-are-embracing-big-tech&psig=AOvVaw0n7a0mCDQDV3BbJW28DOMS&ust=1602673445491000&source=
images&cd=vfe&ved=0CAIQjRxqFwoTCLD0i4m2sewCFQAAAAAdAAAAABAD
Karen Zhang, Kathy Jiang, Scenery Dong 10/12 2020
8. Survey Questions
01
Personal Information
● Age
● Retirement situation
02
Emotion Situation
● The social activities they participate most
frequently and how often
● Attitude to some possible emotional problem
in their lives
● Their methods of emotional self adjustment
● Prospective attention from society and
government
Karen Zhang, Kathy Jiang, Scenery Dong 10/12 2020
We printed some leaflets in order to reach out to more participants.
10. Secondary Research
Senior Females are more vulnerable group
01
The world’s aging trend is
leaning towards the
female group.
03
The feminization of poverty
are the most obvious
phenomena in the senior
group.
02
Senior females are more
financially dependent on
family members in both
urban and suburban areas
in China.
Karen Zhang, Kathy Jiang, Scenery Dong 10/12 2020
11. 01
Survey results show that
over 60% seniors don’t
attend social activities
frequently (more than 2
times per week) proved
that family activities take
up most of their time.
02
Among the 11 females
we interviewed, 7 of
them are experiencing
the stress caused by
their families and the
society.
Karen Zhang, Kathy Jiang, Scenery Dong 10/12 2020
Evidence We See
Our Hypothesis: We believe that senior females who grew up under stereotypical gender education need
help to cope with their stress caused by family relationships and the social expectations.
16. Comparative
Research
Karen Zhang, Kathy Jiang, Scenery Dong 10/12 2020
Small Insights:
a. The seniors are already a
relatively small group of people;
companies won’t bother spending
time and money focusing on an
even smaller gender group.
B. Due to the earlier development of
gender equality, the gender role
differentiation in western societies is
not as polarized as this problem in
China. Therefore western
companies can find more common
grounds to land their business onto
and solve more universal issues
rather than specifically focusing on
a single-gender group.
18. Market Size
Senior females living in
developed areas who are
capable of using smart devices
28 millions
01
03
02
SOM
SAM
TAM
SOM
Karen Zhang, Kathy Jiang, Scenery Dong 10/12 2020
All senior females in China
33 millions
All senior females who
are capable of using
smart devices
32.1 millions
19. Next Steps
Next risk to address: The
willingness of our customers
to express their feelings
01
Testing hypothesis: Send out
and evaluate our new survey
03
Keep developing our business
model
02
Customer research:
Finding senior females who
living under financial stress
04
Karen Zhang, Kathy Jiang, Scenery Dong 10/12 2020
21. CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon, and infographics & images by Freepik
THANKS
Do you have any questions?
tunghiuzit@cca.edu
yiranjiang@cca.edu
karenzhang@cca.edu
Please keep this slide for attribution
Karen Zhang, Kathy Jiang, Scenery Dong 10/12 2020
