Earlier this year MBA students at Warwick Business School undertook a short research project for Cognatum looking at the retirement housing market, industry trends and how Cognatum should position itself. Their research included interviews with members of the Residents Advisory Panel and industry experts.

They provided a stimulating report which concluded that Cognatum had a distinctive and highly valued brand. It suggested that in promoting the company, Cognatum needed to emphasise the independent lifestyle, the personal estate management service, and the quality of its locations, which are close to good restaurants, cafes and transport links. Customer service should be focussed on the notion of independent choice and ways in which Cognatum can facilitate customers’ options, but not choose for them.