Insight
KW2’s in-depth persona development process turned key informant interviews and secondary research into a detailed portrait of Nancy, an adult child of aging parents and BrightStar’s most valuable prospect. We tracked Nancy’s motivations and needs throughout the senior living purchase funnel and learned that searching for assisted living options is time consuming and emotionally taxing for the loved ones of older adults with complex care needs. They need clear information and reassurance at every step.