MARKET RESEARCH ON HEALTHY AGEING

Hywel Dda University Health Board (HDUHB) is seeking to commission a provider to undertake research which will help inform service planning, identify unmet needs, and support decision making for commissioning, policy development, and partnership working. The aim of the research is to generate robust insights into the needs, behaviours, attitudes, and market opportunities related to healthy ageing in the HDUHB area, enabling informed strategy and service design. The research will address four (4) key objectives: • Population Insights • Market and Service Landscape • Behavioural and Communication Insights • Strategic and Commissioning Insight The research will focus on adults aged 40 years and over, including priority subgroups, recognising that healthy ageing begins well before older age and that preventative interventions are most effective when adopted earlier in life. The research will also explore how different population groups perceive, experience, and engage with healthy ageing, identifying opportunities to improve preventative health outcomes and service delivery. A robust mixed-methods research approach will be used, combining quantitative, qualitative, and secondary research elements to provide a comprehensive understanding of healthy ageing needs, behaviours, experiences, and future opportunities.