An aging population is becoming an increasingly growing global phenomenon, and 2050 is said to be a historical breaking point where 65+ will outnumber those between 0-5 years old. However, previous research has failed to provide sufficient explanations for consumer behavior for this particular segment, and a large incidence have been found to share the belief that technology fails to be adapted to meet their needs properly. An overlooked aspect of knowledge management was found and a research gap was thus identified addressing the role of cognition when assessing and interpreting customer needs. The purpose has been to develop a deeper understanding of certain aspects of how companies within this industry acquire and assimilate knowledge, a...