The 50Plus Group and Decima Research Build Leadership in Canada's Largest, Most Affluent Consumer Segment

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Fifty-Plus.net International Inc. (TSX/V:FPN), which owns a portfolio of Internet media operating as The 50Plus Group, and Decima Research, Canada’s fastest-growing full service marketing research company, today announced an exclusive partnership to develop market research insights and services for marketers interested in the largest and most affluent segment of the Canadian consumer marketplace.

Fifty-Plus.net International Inc. (TSX/V:FPN), which owns a portfolio of Internet media operating as The 50Plus Group, and Decima Research, Canada’s fastest-growing full service marketing research company, today announced an exclusive partnership to develop market research insights and services for marketers interested in the largest and most affluent segment of the Canadian consumer marketplace.

Under the terms of the multi-year agreement:

  • The 50Plus Group’s entire audience will be invited to join Decima’s market-leading EVOX on-line survey research panel, and complete surveys on a wide variety of subjects, in exchange for rewards of varying types. (In recent months, Decima announced a partnership with Aeroplan, under which one of the incentives available for survey completion is Aeroplan Miles.) This online audience includes visitors to The 50Plus Group’s flagship site, http://www.50plus.com, as well as the http://www.carp.ca, the official web site of CARP, Canada’s Association for the Fifty-Plus ( managed by The 50Plus Group), and http://www.theskillsmatch.ca, the first employment web site in Canada specializing in the 50-plus market, as well as opt-in subscribers to five e-newsletters.
  • Decima is establishing a 50 Plus Specialty Practice, led by company Partner Dan Kirkland, to direct the development of these syndicated products and offer custom research studies to current and future Decima clients. Mr. Kirkland is one of Canada’s most experienced and successful research executives. Decima will, as a result of this partnership, have the ability to do highly targeted studies in this market in an extremely cost-efficient manner, using on-line, telephone, or focus group methodologies as appropriate.

. Decima and The 50Plus Group will collaborate on the design of a series of syndicated studies of consumer behavior and attitudes in this vital segment. These studies will be targeted in a number of areas, including:

-- lifestyle and lifestyles            

-- home entertainment/electronics

-- investment products and services        

-- automotive

-- insurance products and services        

-- books, music, TV and film

-- travel and leisure                

-- gaming

-- health and fitness                

-- real estate

-- health products and services        

-- government programs

-- pharma and nutraceutical products        

-- philanthropy and volunteerism

-- telecommunications services        

-- information services/Internet use

  • The 50Plus Group will offer its clients preferred access to Decima Research data and consulting services, and will offer turnkey research and marketing solutions in partnership with Decima.

50Plus Group President Eric Vengroff noted, “Demand for marketing and public affairs insights into the 50-plus segment is exploding, as is demand for marketing solutions. This partnership with one of Canada’s most dynamic and respected research houses puts us in a position to provide unrivalled expertise when it comes to the design and delivery of marketing solutions for leading brands and institutions across the public, private and not-for-profit sectors.”

Decima CEO Bruce Anderson noted, “The future of research lies in building large panels of people who are willing to share information about their values, preferences, and behaviors, being able to reach them in a targeted, time and cost efficient manner, and to develop compelling and practical insights for clients. As a result of this partnership, Decima will enjoy a pioneering position in the Canadian marketplace, when it comes to this most vital consumer segment. We are delighted to be partnering with Canada’s leader in marketing services for the 50-plus segment.”

Decima Partner Dan Kirkland added, “For years our clients have been hoping that tools would be developed that allow for cost effective insights into how consumers evolve after reaching the age of 50. There’s no doubt that they are not and will not simply replicate what previous generations did -- they are awash in information, improved in health, and in many cases, flush with financial resources. We’re inspired to be the company that will learn the most about this phenomenon and offer that learning to our clients.”

For more information:

DECIMA RESEARCH             THE FIFTY PLUS GROUP

Bruce Anderson, CEO         Eric Vengroff, President

(613) 230-2200             (416) 363-8748, ext 237

Dan Kirkland, Partner     David Cravit, Sr. VP, Marketing    

(416) 962-2013             (647) 280-8163

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