Introduction to Good Conversations: Boomer Women Co-Creation Programme
What are Good Conversations?
Good Conversations are immersive audience deep-dives that are designed to offer charities a collaborative and cost effective opportunity to deeply engage with a key audience, while answering strategic questions and providing a forum to co-create actionable outputs that will have an impact across an organisation.
Through this process we want charities to really get to know an audience, while unearthing powerful insight that will unlock the potential to build new and disruptive products and new approaches.
The Boomer Women Good Conversation is the second programme, following on from our Generation Z conversation.
How did this work for the Boomer Women Programme?
This hybrid programme centred around an ‘always-on’ 3 month online co-creation community, with 50 carefully selected Boomer Women participants, enriched by a “Live Chat” (online focus group) and two offline Inspiration Safari’s or Fireside Chats (offline evening speaker events).
Below we have a look at what this meant for each element of the programme:
Wks 1-10 - Audience Deep Dive
During the first 4 weeks of the programme we explored broader and more general attitudes to giving while getting to know our participants and their lives. We dived into their hopes/dreams and aspirations as well their fears/worries and concerns. Our ultimate aim is to uncover powerful insights that will help charities to understand how to become more relevant and find a place in their lives. In the following 6 weeks, we moved from investigating their lives in general, to their perceptions of the charity landscape today and their attitudes and behaviours towards donating; fundraising; campaigning and volunteering - as well as getting them to look at the specific comms and activities of specific charities. The headline objectives of each week are in the Welcome Pack below.
Wks 11 & 12 - Co-Creation Weeks
Finally, during the final 2 weeks of the programme, each charity had the opportunity to co-create with a smaller group of Boomer women. This was their opportunity to get valuable feedback and input into potential new comms, ideas or services/initiatives.
Live Chats & Fireside Chats
Alongside the community, we also ran other external stimulus events. The “Live Chats” were online focus groups which gave the charities an opportunity to chat to and hear from this audience. Whilst we also had two “Fireside Chats”, which are informal speaker events where people had the opportunity to hear some external inspiration from speakers who have a different perspective on Boomer Women.
We had inter-generational and business experts, an 87 year old longevity expert and a funeral director who helped us to critically question our perceptions around death.
Below is 1) our audience sample and overview of the topics covered & 2) Week by week activities
