Calvary Silver Circle

CASE STUDY: Aged care market research for Calvary.

Ellis Jones  •  Friday February 28, 2014
Branding  •  Health & Ageing


Calvary Silver Circle specialises high quality home care and community care services, delivered through 22 service centres and over 1800 support workers to more than 10,000 clients and their carers each month. For over 20 years Calvary has provided care and support services for older people, people with disabilities, family carers, people coping at home after hospital or illness, families with children who have special needs, people injured in accidents or anyone who would like help in the home.


As part of its strategic planning process, Calvary Silver Circle required quantitative data on consumer attitudes. The insight gained could then be applied to business evolution, market positioning and consumer engagement. Research needed to acknowledge the dynamic market environment that is increasingly moving towards a model of client choice through Consumer Directed Care (CDC). 

“It was great to work with Ellis Jones. The research insight gave us confidence in our decision-making and food for thought.” 
– Kimberlea Edwards, Manager – Marketing and Communications, Calvary Silver Circle


Ellis Jones was commissioned to undertake aged care market research design, execution and analysis. Surveying reached over 500 consumers in three states. Research tested public awareness, perceptions and feelings with respect to keywords associated with the industry and services and the path to care purchases. Research targeted people pre-retirement, entering or in retirement and those most likely to need care (75+ years of age). The timeframe for total completion of the project was two weeks.


Applying in-depth experience of the aged care context and older consumer attitudes, Ellis Jones researchers carefully constructed a survey questionnaire. Sample quotas  in required consumer segments were targeted daily, resulting in a 99% completion rate (including the 75+ audience) in just nine days.  Detailed geo and demographic analysis was undertaken resulting in the identification of clear trends. Research insight enabled Calvary Silver Circle executives to make confident decisions and contribute to broader Calvary group dialogue about change.

Talk to us about aged care market research.