Исследование потребностей людей лучшего возраста (Best Ager] методами психодрамы
Lisa Neundorfer in her article "Against Aging Taboo. Studying the Preferences of Best Agers with Psychodrama" argues that elderly target groups are a special challenge not only for marketing but also for market research. The needs and wishes of the elderly may only be understood when seeing behind the curtain. But age is a taboo. The creative methods of psychodrama allow the elderly to describe their unconscious emotions, blocked memories, and deeper longings. Positive models and positioning can be worked out projectively with the target group. In addition: the direct and vivid presentation of the elderly's needs via psychodrama is a qualitative way for young marketing and market research experts to overcome their own emotional distance to "age" and to come to a deeper and sensible comprehension of elderly target groups.