Insights from Ethnographic Research in Senior Communities

When I was hired by a senior living organization to conduct ethnographic research among residents in multiple communities, the goal was clear: uncover what “quality” truly meant to these individuals. The CEO, a visionary leader dedicated to creating exceptional living experiences, wanted to know why residents consistently gave only average scores on satisfaction surveys. What did quality mean to them, and how could it be woven into the fabric of these communities as they expanded?

To find the answers, I embedded myself into their world. Over several weeks, I lived as a resident—eating in the dining facilities, residing in an assisted living apartment, attending events, and exercising in the gym. I became part of the community, building trust and engaging in candid conversations with the residents. Through this immersive approach, I collected stories that revealed diverse perspectives on what quality truly meant.

The Stories Behind the Scores

What emerged was a tapestry of unique experiences and unmet expectations. Each individual had a deeply personal reason for choosing to live in a senior community. In one particular center, I noticed a striking pattern among the men—many had been successful in their professional lives but were now navigating life without their spouses, who either had passed away or were living with dementia or Alzheimer’s.

For these men, “quality” was not just about comfort but about finding purpose and meaning in their days. They formed committees to offer their insights and suggestions to the executive director, sharing thoughtful ideas on how to improve the community. However, these ideas, though insightful, often went unacknowledged or unacted upon, leaving the men feeling unheard.

The Role of Food and Fellowship

Food and dining experiences were another significant indicator of quality for these residents. Many were food lovers, yet meals frequently arrived cold and unappetizing. Wine enthusiasts found the selection uninspired. For these men, dining was more than just sustenance; it was an opportunity for connection and enjoyment—a missed chance to elevate their daily lives.

Similarly, the events planned by the community often failed to engage them. Despite being comfortable in their surroundings, they longed for activities that inspired and energized them, rather than simply filling time. These residents weren’t content to sit idly; they wanted to live fully and find joy in each day.

Lessons Learned

Through these stories, it became clear that the concept of “quality” varied widely depending on individual needs and aspirations. For some, it was about better food and wine. For others, it was about having their voices heard and their ideas valued. Across the board, “quality” meant creating an environment where residents felt seen, respected, and empowered to shape their community.

The CEO’s commitment to delivering a quality experience was commendable, but this research highlighted the importance of listening to residents in meaningful ways. By understanding their unique definitions of quality, senior living communities can move beyond comfort to create places where people thrive.

Moving Forward

As the organization built new communities, these insights became instrumental in shaping their approach. Quality wasn’t just about amenities; it was about fostering engagement, purpose, and connection. By addressing the diverse needs of residents, from food to activities to leadership responsiveness, they could transform these communities into true homes—places where life could be lived to its fullest.

This project was a powerful reminder of the importance of listening deeply and observing thoughtfully. Quality, as I learned, is not a one-size-fits-all concept. It’s a mosaic of individual experiences and aspirations that, when understood and acted upon, can create truly exceptional communities.

You can read more in our award-winning, best-selling book, “On the Brink: A fresh lens to take your business to new heights.”