Podnikatelské příležitosti v rámci silver economy: Kvalitativní analýza potřeb seniorů

The thesis identifies unmet needs of seniors with limited mobility in the home environment and outlines business opportunities within the silver economy. A qualitative study was conducted through 18 semi-structured interviews with seniors with mobility limitations, analyzed using thematic analysis. The findings reveal the bathroom as the most critical space, where fear of falling often leads to giving up bathing altogether. The main barriers to adopting assistive devices include financial inaccessibility, psychological resistance to aids associated with disability, and lack of information. The decision-making process is characterized by long periods of hesitation and the paradox of waiting for a health crisis as a trigger for action. The identified business opportunities include the development of affordable bathroom safety solutions, redesign of assistive devices to eliminate stigma, and comprehensive advisory services. The results provide practical insights for entrepreneurs operating in the silver economy segment.