The Panel
Brands keep guessing about women our age. Come and be asked instead.
I am building a panel of women over 50 who are willing to be asked, properly and in person, what they actually think about the products and advertising aimed at them. Being in the room and influencing decisions is how we stop being invisible to the brands that want our money. Have a say and feel seen. The work is paid, and your details are never sold, shared or handed to a client.
Why this exists
Women our age drive more than half of the household spending in this country and appear in a fraction of the advertising. Nearly two thirds of over-50s say they are ignored because the people making that advertising are too young to understand them. They are not wrong.
That does not change because someone writes an article about it, and it does not change because one brand casts a grey-haired model and calls it progress. It changes when the people spending the money have actually heard from us, in our own words, before the work is signed off rather than a year later when it has quietly underperformed and been written off as a demographic that does not convert.
So that is what this is for. Not a group to be studied from behind glass, but women who get asked first, whose answers go into the room where the budget is decided, and whose value stops being something a brand discovers by accident.
My whole argument to brands is that they treat this audience as a demographic to be targeted rather than people to be understood. This is the part where that stops being an argument and starts being how the work actually gets made.
You decide whether to join, you get asked before every project, you are paid for your time, and you can leave whenever you want without giving a reason.
What being on the panel involves
- Occasional, never constant. A few times a year at most, and only when a project genuinely needs it.
- Usually a conversation. Forty-five minutes to an hour, over a video call or on the phone, at a time that suits you. Sometimes a short written questionnaire instead.
- Paid properly. £75 an hour, by bank transfer within a fortnight. Not a prize draw, not a voucher.
- Always optional. Every invitation can be declined. Saying no has no effect on future invitations.
- Never a sales call. Nobody will sell you anything, and your details are never passed to the brands I work with.
What I do with your details
I ask for two things: a name and an email address. That is genuinely all, and it is all I need to invite you to something. If a particular project needs to know roughly where you live or what stage of life you are at, I will ask you then, and you can decide then whether to answer.
- Your details are stored securely and seen only by me.
- They are used for one thing: inviting you to paid research.
- They are never sold, never shared with clients, and never added to a marketing list.
- Findings reported to clients are anonymous unless you have separately agreed to be quoted.
- You can ask to see what I hold, correct it, or have it deleted, at any time, by emailing [email protected]. No explanation needed and no attempt to talk you out of it.
Before this page goes live: register with the ICO as a data controller (an annual fee, about ten minutes), and have someone check the wording against your final privacy notice. This is the only page on the site that collects personal data, so it is the one worth getting looked at properly.
Join the panel
Two fields. No commitment, and being on the list means you get asked, nothing more.
For brands
The panel is why the Audience Audit includes real conversations rather than assumptions. It is a standing group of women who have agreed to be asked, are paid for their time, and have no reason to be polite about your advertising.
That is not something an agency can assemble in the three weeks between your brief and your deadline.