You have not heard the last from the Baby Boom generation! This vital emerging market is the focus of a segmentation initiative for AARP Services. These studies have allowed AARP to prioritize Boomer segments and develop customized marketing plans. Learn how the segmentation was developed by blending syndicated research with commercially available marketing data. This approach yielded clusters of Boomers clearly defined by their needs and preferences, enabling AARP to differentiate its marketing approach to each subgroup. See how AARP used this to understand membership penetration and analyze product preferences and product feature importance levels in subsequent primary research. Find out how to: • Blend syndicated research data with direct marketing data • Achieve marketing relevance through segmentation • Yield remarkable insights from primary research based on segmentation