Nutritional fads in the health and fitness world are constantly changing. Each new craze has its believers and critics. For the consumer, “what to believe” becomes a topic filled with uncertainty. This paper present...Nutritional fads in the health and fitness world are constantly changing. Each new craze has its believers and critics. For the consumer, “what to believe” becomes a topic filled with uncertainty. This paper presents a systematic approach to understanding what consumers believe about the health messaging of “raw beverages”. The paper presents both substantive results from US consumers, as well as demonstrates a general approach by which researchers can more deeply understand the consumer mind with respect to the specifics of health and wellness issues.展开更多
We present results from one of a set of studies run in the early 2000＇s, which looked at weak signals in terms of what consumers wanted. That study, on milk, revealed four distinct mind-sets, groups of respondents wh...We present results from one of a set of studies run in the early 2000＇s, which looked at weak signals in terms of what consumers wanted. That study, on milk, revealed four distinct mind-sets, groups of respondents who thought alike. These are： S1 Traditional ＋ Health, S2 Traditional ＋ Healthful Ingredients, $3 Traditional ＋ Indulgent, S4 Listens to Authority, respectively. At that time the focus on foods as the source of health and wellness was just beginning. We show how to discover hitherto new, unexpected mind-sets of respondents, using experimental design of messaging, coupled with deconstruction of these messages by regression, and followed by clustering. We suggest that this approach to messaging consumers using experimental design provides a powerful method to uncover emerging mind-sets in the consumer population.展开更多
文摘Nutritional fads in the health and fitness world are constantly changing. Each new craze has its believers and critics. For the consumer, “what to believe” becomes a topic filled with uncertainty. This paper presents a systematic approach to understanding what consumers believe about the health messaging of “raw beverages”. The paper presents both substantive results from US consumers, as well as demonstrates a general approach by which researchers can more deeply understand the consumer mind with respect to the specifics of health and wellness issues.
文摘We present results from one of a set of studies run in the early 2000＇s, which looked at weak signals in terms of what consumers wanted. That study, on milk, revealed four distinct mind-sets, groups of respondents who thought alike. These are： S1 Traditional ＋ Health, S2 Traditional ＋ Healthful Ingredients, $3 Traditional ＋ Indulgent, S4 Listens to Authority, respectively. At that time the focus on foods as the source of health and wellness was just beginning. We show how to discover hitherto new, unexpected mind-sets of respondents, using experimental design of messaging, coupled with deconstruction of these messages by regression, and followed by clustering. We suggest that this approach to messaging consumers using experimental design provides a powerful method to uncover emerging mind-sets in the consumer population.
