The National Broadcasting Company (NBC), a famous American television network, has recently taken actions, together with P&G, to reach an underserved market on the Web— baby boomers. According to NBC, more than a third of all Internet users are adults between 45 and 64 years-old, who are still energetic but are now dealing with aging issues. NBC believes there is a unique opportunity to work with P&G Productions to build an online portal for this large but untapped group.

The service-oriented website network currently includes verticals focused on family, style and technology. Content across Lifegoesstrong.com includes daily articles, blogs, expert Q&As, photo and video galleries, how-tos, quizzes and polls. There is also a family-focused site called Familygoesstrong.com, as well as Stylegoesstrong.com and Techgoesstrong.com.

Although the baby boomer group has significantly reduced their retail spending following the recent economic recession, they have still an annual spending power of $1 trillion . P&G believes the collaboration is a way for its brand marketers to engage and connect with these baby-boomer consumers, which turn out to be a quite powerful demographic group for the FMCG giant.

In the past, brands have made the mistake of focusing on new product development without giving enough attention to the unmet needs of consumers. However, many successful companies now view market research and consumer insights as essential for building strong brands. Effective research allows for the recognition of unreached groups, such as the baby-boomers in this example. Furthermore, a thorough understanding of consumer needs, expectations, and perceptions enables product and services to be customized in ways that are attractive for brands’ target customer segments.