When we think about UX research and design, we have an audience in mind. It probably looks like the one in this virtual room... probably under the age of 30 or 35. However. It is not that simple, Just like everyone in this room has a variety of interests, adults 50 and older accounted for $7.6 trillion of economic activity in 2015, almost half the country’s gross domestic product. And this segment is diverse - they are not acting like your grandma or elderly neighbor. From a vst amount of research across mid-30's, through the mid-80's, it turns out that "older adults" cannot be categorized easily. I will share my research and propose ways to tweak your UX research and design to appeal to the world's fastest- growing consumer segment, both in number and in spending.