Ældre Sagen, focused on the welfare of seniors, sought a better understanding of the different life stages of its members in order to tailor its offerings.

Pej Gruppen and Noehow identified key life stages, assessed the relevance of existing offerings, and suggested adjustments to communication based on data about seniors’ behavior, needs, and desires. The analysis recommended a structural change, including the removal of outdated offerings and the addition of new ones, as well as tailored communication for different target groups to ensure relevance and engagement.