BU Research Blog

What image comes to mind when you think about your pension and retirement? Our session at the Festival of Learning, painting a picture of retirement, sought to answer this very question.

The session builds on current research funded by the Academy of Marketing into how people from South Asian view their pension savings as a money source; what informed their perceptions; and how they intend to use this money. This research used a ‘talk and draw’ approach whereby interviewees were asked to draw a picture to represent their pension/retirement and then to talk through what the images represent to them.

At the Festival of learning event attendees were also asked to draw their own picture of  their pension and retirement. As a group we discussed the images that emerged and then compared and contrasted them to the images collected and themes that emerged from our earlier research.

The findings from our research will be presented at the Academy of Marketing Conference at Newcastle Business School next week. In the meantime we would like to thank all those who attended our session and shared their personal images of their pension and retirement on the day.

If you would like to know more about this research please contact Julie Robson or Samreen Ashraf.