Participant Recruitment: How to Recruit Over-60s for Market Research

Recruiting Over-60s at a Glance 

• Why it matters: Over-60s hold significant economic power and unique life experiences 
• Challenges: Tech confidence, accessibility, and the need for nuanced age segmentation 
• What works: Thoughtful messaging, personalised support, and flexible methodologies
• On this page: Where to find them, how to engage them, and how to tailor your approach 

Your practical guide to participant recruitment with over-60s 

Older adults are often underrepresented in research – but their voices are more important than ever to effective participant recruitment.

With over 11 million people aged 65 or over in the UK alone, this demographic holds substantial spending power, loyalty to brands, and valuable life insight. But “over 60” isn’t a one-size-fits-all label. The needs, lifestyles and digital behaviours of a 62-year-old and an 82-year-old can be worlds apart. 

That’s why recruiting older participants requires a thoughtful, flexible approach – and that’s where we come in. 

At Angelfish, we’ve helped clients connect with older audiences for research projects spanning finance, healthcare, lifestyle and more. And through our pulse survey of over-60s, we’ve seen just how varied this group’s attitudes, values and priorities can be – further highlighting the importance of getting your approach right. 

On this page, you’ll discover how to find, engage and recruit over-60s for market research – with real-world examples and actionable insights throughout. 

Why Recruiting Over-60s Deserves a Tailored Approach 

Over-60s are often grouped into a single category – but the MRS Best Practice Guide encourages researchers to avoid treating them as a homogeneous group. It’s easy to see why. A 65-year-old recently retired from full-time work may be digitally confident and socially active, while someone in their 80s may be less comfortable online and prefer more traditional methods of communication. 

Key considerations include: 

• Digital confidence – which varies hugely within this age group 

• Physical or cognitive accessibility needs – including larger text or longer response windows 

• Pace and support – many participants simply prefer more time and reassurance 

• Incentive expectations – older participants may expect a more generous reward for their time, especially if the task is complex or digital 

Breaking this group down into smaller segments – such as 60–69, 70–79, and 80+ – helps ensure you’re approaching recruitment in a respectful and relevant way. It also improves insight quality by surfacing generational differences that would otherwise be lost in a catch-all age band. 

You can read more on this in our blog on recruiting over-60s in market research. 

Where to Reach Over-60s 

Contrary to assumptions, many older adults are online – they’re just using the internet differently. According to SOAX, over 18.3 million UK Facebook users are aged 45 and over, with the platform remaining the most popular social network for over-60s. 

That said, recruitment success relies on relevance and comfort, not just platform. 

Effective channels include: 

• Facebook and email newsletters – particularly through community organisations or charities 

• Interest-based forums and online groups – especially around health, travel, hobbies, and finance 

• Offline channels – such as local press ads, flyers, telephone calls, and in-person referrals 

• External recruitment partners – especially when targeting hard-to-reach subgroups or vulnerable audiences 

• Word of mouth and family referrals – older participants often get involved in research after hearing about it from a friend or family member, including via social media 

• Opt-in research communities – such as our growing Angelfish Opinions community, which includes thousands of registered participants ready to get involved 

For digitally confident participants (often those aged 60–70), online communities and digital research tools can work well. But if you’re aiming to engage participants in their 80s or above, you may need a longer fieldwork window, personalised outreach (including phone calls), or even support via a trusted family member or carer. 

Crafting Messages That Build Trust 

Tone, clarity, and professionalism make all the difference when reaching older audiences. This generation is more cautious with online interactions – and rightly so – which means your messaging needs to be both reassuring and respectful. 

What works well: 

• Clear, concise language – avoid jargon or overly informal phrasing 

• Professional tone – but still warm and people-first 

• Honest details – be upfront about time commitments, incentives, and what to expect 

• Accessible formatting – good contrast, larger font sizes, and mobile/tablet optimisation 

For participants aged 75+, consider including a telephone helpline, printed materials or direct support. If it feels personal and professional, they’re far more likely to trust you with their time. 

To avoid common pitfalls, see our blog on recruitment mistakes to avoid. 

Research Methods That Work 

There’s no one-size-fits-all methodology for over-60s – it depends on the person, their tech confidence, and the topic. 

Here’s what tends to work best: 

• Telephone interviews and Zoom sessions – great for participants who prefer speaking to someone directly 

• In-person interviews or groups – especially for those less confident with tech 

• Online forums or moderated communities – ideal for the younger end of the spectrum (60–70s) 

• Surveys – as long as they’re accessible and well-designed for larger screens or tablets 

• Postal or diary tasks – useful for participants who prefer offline interaction 

Be cautious with methods that feel too “digital” – for example, selfie-style video responses or app-based diaries may not suit participants over 75 unless they’re particularly tech-savvy. Offering support and flexibility is key. 

Ethics and Inclusion 

Older participants may have specific health, mobility or cognitive needs – and it’s vital that your research approach reflects this. The MRS Code of Conduct requires researchers to ensure that all participants can take part in a way that works for them. 

Best practices include: 

• Using clear age bands (e.g. 60–69, 70–79, 80+ or similar) 

• Providing “prefer not to say” options where relevant 

• Offering multiple formats (phone, online, post) 

• Allowing extra time for tasks or deadlines 

• Offering support with tech where needed 

It’s about more than just accessibility – it’s about respect. 

Case Study: Helping Just Group Fine-Tune Their Strategic Initiative 

We partnered with Just Group plc to recruit 50 participants for a strategic project exploring attitudes towards financial content. The brief required a carefully balanced sample that reflected different life stages, financial product ownership and levels of vulnerability. 

Using a mix of diary tasks and in-depth testing, the study explored nuanced behaviours among older adults. Our targeted recruitment approach, combined with hands-on support, helped us achieve a high completion rate and rich, detailed responses. 

Our access to the Qualzy platform allowed us to closely monitor engagement, troubleshoot issues, and keep the study running smoothly – even for participants who needed a little extra help navigating the tech. 

The client was so pleased with the results that they featured real participant quotes on their website – and came back to us for a follow-up phase of post-field interviews. 

Read the full case study 

Driving Better Insights Through Over 60’s Participant Recruitment 

Older audiences bring insight, reflection and depth to market research – but successful participant recruitment takes care, clarity, and the right recruitment process. Choosing the right recruitment method can make all the difference in reaching people with the right support and ensuring the quality of insight. 

At Angelfish, our research team we’ve helped brands engage older research participants with empathy and expertise – whether it’s through telephone support, community recruitment, or hands-on help with digital tools. This careful approach ensures the data collected is both rich and reliable, giving you the confidence to act on the findings. 

Ready to talk participant recruitment for over-60s? 

If you’re looking to recruit over-60s for your next project, get in touch with our team – we’d love to help. 

👉 Want to hear from younger audiences too?

Check out our guide to recruiting Gen Z for market research.