Tag Archives: health

This Week In Market Research: 8/31/15 – 9/4/15

One of the most important things in market research is finding out what makes a consumer trust specific brands and in turn, remain a loyal customer to that brand. This week, Adweek released an article that discovers the CPG brands men and women trust the most. According to the article, male consumers ranked Band-Aid No. 1 with Heinz Ketchup and Neosporin Antiseptic following close behind. Comparatively, women placed Band-Aid second behind Ziploc bags. Reynolds wrap and Neosporin, respectively, came out to third and fourth. In analyzing this data, Mike de Vere, Managing Director of Consumer Insights as Nielsen, stated that ”For men, brand trust is a bit more diversified’ [than it is for women.]” And in remarking on the choices from women, he claimed that the majority of the products on their list helped to make their lives simpler in different ways. ”For women, trusted brands are tried and true and have stood the test of time.’” These surveys on consumer insights open up doors to learn more about the way a product can be more marketable and trustworthy to the consumer.
An infographic that was released this week on Adweek, discusses and details the various purchases of the very wealthy in America. According to market research, these individuals are reviving the business of luxury goods and keeping it alive. ”The good news for luxury marketers, their agencies and the media alike is that consumers with really deep pockets are digging into those pockets with gusto, even more so than their merely affluent counterparts. According to Bob Shullman, the Shullman Research Centers founder and CEO, these high income and wealthy consumers are not just purchasing, but they are also purchasing with more frequency. So what are these people purchasing? The infographic shows that among other things, fine wine/beer/spirits, fine jewelry, and home furnishing/antiques are some of the top items bought by these wealthy individuals. The infographic itself is extremely detailed and details numerous purchases that you may or may not have assumed.
As many of the ‘baby boomer’ generation begins to retire and those business hotels are no longer required, how should hotels respond to this newer generation? According to an article on AdWeek released this week, hotels like Marriott are shifting their marketing approaches in order to reach the ‘millennial’ travelers. ‘So how does a tradition-rich lodging brand stay relevant in a changing marketplace? For Marriott Hotels, the signature brand of lodging giant Marriott International, the answer was simple: If you want to know what next-generation travelers want, just ask them.’ In their new marketing strategy Marriott is crowdsourcing the client’s ideas and opinions on what would make their business hotel experience more enjoyable. Already, this strategy appears to be working well for Marriott, as the grassroots approach generated 2,000 from a suggestion to provide vending machines that stock healthy snacks. This move by Marriott is an excellent example of why market research is crucial to innovation and business growth.
This week Entrepreneur released an article written by contributor Matt Mayberry, Maximum Performance strategist, which discusses the three best ways to develop a healthy mindset. The first point discussed is to build a grand vision for your life. Mayberry states that one of the many reasons people struggle with controlling their minds and realizing the beauty in life is due to a lack of vison. ‘It’s important that we create a grand vision for our lives because that’s what pushes us forward despite whatever hardship or negative situation may be present at the moment.’ The second tip he suggests is to make a ‘trigger card.’ In other words, write down two of your most important goals on a notecard. The way you write these goals however, will be written in the past tense as if you’ve already conquered them. ‘When Jim Carrey was a broke, struggling actor, he took a blank check and made it out to himself.’ Finally, Mayberry suggests that you sit down and ‘answer some of life’s biggest questions. Now this last one may sound like an impossible task, however the meaning of this last task is what’s important here. ‘What do you want your life to stand for? How do you want to be remembered? What do you want your contribution to the world to be’? For those of you who were worried about answering questions like ‘what lies in the deep depths of the unexplored ocean floor’, you can take a deep breath. These ‘big life questions’ really pertain to the person you want to be and how you want to be remembered in life. All three of these tips, according to Mayberry, should result in a healthier mindset.

Nichole Dicharry, is a Digital Marketing Assistant at IIR USA, Marketing and Finance Divisions, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at Ndicharry@iirusa.com

Improving Patient-Physician Communication through a Novel Digital Portal: Challenging the Status Quo: Free Webinar

Many in the pharmaceutical and medical technology space today aim to make patient communication both more efficient and transparent.  PokitDok, which serves as a sort of healthcare marketplace, is a service that makes pricing more transparent and open.  MedXCom is improving doctor-patient communication by transcribing cell phone conversations for the patient’s reference.  One of the latest examples of these companies is My GI Health
The effort began in 2011 when a team from UCLA and the University of Michigan, supported by Ironwood Pharmaceutical, set out to improve communication between physicians and patients suffering from gastrointestinal (GI) disease.  Working with a multidisciplinary team of health education experts, computer scientists, psychologists, patient representatives, NIH researchers, and physicians, they created My GI Health ‘ a first-of-breed app that re-imagines how doctors and patients can engage in dialogue.
The team worked from the premise that computers aren’t supposed to make things more complicated. Instead, they are supposed to simplify the process of sharing information.  They saw a need to start using them to strengthen doctor-patient connections.  With this insight as a springboard, the team developed a new and innovative system that re-defined the way patients and doctors connect with one another.  Join us for a free webinar on June 11thas we explore the journey of this industry-academia alliance and how they pioneered My GI Health.  We take a look at the impact this innovative program may have on physicians, payers and the delivery of patient care.
In less than an hour, you’ll learn
‘ How a unique alliance between industry, academia, EHR vendors, and professional societies created a novel, evidence-based digital resource to improve population health
‘ Study My GI Health as an example app that bridges patients and providers using novel, credible functions
‘ How an external, patient-facing healthcare app can tie into an EHR to improve outcomes and efficiency in the clinical environment
‘ Advantages of creating a platform-agnostic, flexible, and adaptable digital resource suitable for broad distribution  
Presented by
Brennan Spiegel, Professor of Medicine and Public Health, UCLA; Cedars-Sinai Medical Center
Tom McCourt, CCO, Ironwood Pharmaceuticals
Date: Wednesday, June 11th, 2014
Time: 2:00 PM – 3:00 PM EDT
System Requirements: Windows?? 8, 7, Vista, XP or 2003 Server
Mac??-based attendees: Required: Mac OS?? X 10.6 or newer
Mobile attendees: iPhone??, iPad??, Android’ phone or Android table
Now, you can save 15% on ePharma West when you register and attend this webinar*.  Register now and use code XP1956DIGI.
Save the date
ePharma West 2014 | September 22-24 2014 | San Francisco, CA
Register with discount code XP1956BLOG and SAVE $100 off the current rate
*Each individual must be registered separately and attend to be eligible for discount
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Live from #TMRE13: 5 Game Changing that will drive trends today and in the future

Consumers are taking control of their lives. They are
rearranging their lives to their own satisfaction for the better of their home
and family. Companies can benefit from this as they offer cusotmized solutions to these “game changing trends”, found by Campbell’s Soup.
My ROI: Consumers are taking a personal return on investment
approach to assessing. But now good value is not about paying the lower price.
Consumers are willing to pay for experiences that will matter more for them,
that fit them better individually. Service is back ‘ as people want better
value for their money.
iHealth3.0: Consumers are more concerned about health, image
management, and the general wellbeing, given the overall statistics of being
overweight, and consequential expenses.
Energy Management: Consumers are overall tired, and
consequently cranky. Energy emerges as a highly sought need, now the highest
sought commodity, ranked higher than money and time. Consequently opportunities
are like virtual supermarkets to avoid traveling and energy consumables.
The Desire to Feel Alive:  Help consumers break free and enjoy moments that
reward themselves. How can brands do this? Across ages and genders there is a
desire to be more lively, and opportunities are present in multiple consumer
and healthcare industries.
Digital is resetting expectations: Digital is an integrated
and integral part of life, and not a distraction. This affects everything from
DIY, to shopping, to connecting with others.
Sourabh Sharma, Communication & Social Media Research Expert at SKIM,
an international consultancy and marketing research agency, has a background in
engineering, marketing and finance from the University of Pennsylvania, and the
Wharton School and Rotterdam School of Management. Having worked in marketing
and product development at L’Oreal, followed by a stint in management
consulting, he now passionately enjoys the world of social media, and can be
found on every platform with his alias sssourabh. He is a food critic and a
fashion writer, and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com. Follow him on
@sssourabh.

Dynamics of Permissability in Food and Beverage

Today’s blog post comes from Dr. David Forbes, Ph.D., of Forbes Consulting, an exhibitor at The Market Research Event 2012.

 Consumers everywhere are exposed to a constant preoccupation with health and nutrition. Packaged, processed food and beverage products are often criticized because they represent a departure from ‘simple, natural whole foods’ that are the archetype of healthy eating. At the same time, consumers are attracted to the convenience benefits, as well as the tastes and textures of today’s food and beverage products.

To resolve the conflicts between an aspiration to eat healthy while taking advantage of the vast range of highly desirable packaged food and beverage products, consumers create what may be called ‘permission structures.’ Permission structures are lines of reasoning about products, and about people, that reduce the potential for values conflict between packaged food consumption and a desire for healthy eating lifestyles.

Our research has led us to identify four categories of permission structures, each of which operates in a range of situations to support consumers’ decisions to use packaged foods and beverages:

  • Nutrition-Based Permission: tied to the ingredients of the product itself
  • Situational Permission: linked to consumer lifestyle constraints or requirements
  • Emotional Permission: tied to psychological benefits of a product
  • ‘Not Me’ Permission: involving denial of responsibility for the consumption decision

These permission structures may operate separately or in combination whenever a consumer chooses to consume a packaged food or beverage that could pose a values conflict for the consumer ‘ including situations where moms and dads make purchases, mindful of their responsibilities to be ‘good parents.’

Nutrition-based permission structure is created when the consumer focuses on the individual highly symbolic ingredient, and shapes an attitude toward a product based on this ingredient. In psychological terms the consumer ‘takes the part for the whole,’ and reacts to the product overall on the basis of the ingredient.

  • ‘Good’ ingredients often attain positive status because they are linked to the ‘simple, natural, whole’ food archetype of nutrition such as:
  • ‘It’s OK because it has low/no _______ [salt, high fructose corn syrup, calories].’
  • ‘It’s OK because it has/is made from _______ [organic fruit, whole grains].’

Situational permission structures are the way consumers tell themselves ‘I’m doing the best I can.’ In this case, meeting the basic need of sustenance ‘ vs. going hungry or staying thirsty ‘ takes priority over the quality of the sustenance.
Two types are common:

  • Rush Permission: ‘I won’t have time to eat otherwise.’
  • Conflict-Avoidance Permission: ‘My child/teen/husband will at least eat something.’

Emotional permission structures are created whenever the act of eating or drinking moves outside of the functional goal of sustenance. When the emotional benefits of sensory pleasure take precedence over the act of eating or drinking, the rules of nutrition are temporarily suspended.
These are often seen in:

  • Reward Permission: ‘You’ve done _______, so you can have a _______.’
  • Indulgence Permission: ‘Oh what the heck’ live a little.’

‘Not me’ permission is created when the circumstances of the purchase or consumption allow the adult decision-maker to deny responsibility for the consumption decision ‘ creating a situation where the values system is not in operation. Two types are noted:

  • Not For Me: ‘I wouldn’t buy these except that my children love them.’
  • Radar Eating: Perhaps the most psychologically intriguing permission structure is typically created when a snack is in bite-sized form. This snack is often accessed in a container, which has more than one portion. The container is opened and the consumer eats pieces from the container while engaged in another activity (e.g., watching television). The consumer proceeds to eat most or all of the container and is then ‘surprised’ to find that he/she has done so. In order to be subject to ‘radar eating’ permission, a snack typically requires eating characteristics that make consumption truly automatic:
    • Crunch (signals time for another piece when sound disappears)
    • Good mouth clearance of flavor (prevents satiation)
    • ‘I can’t believe I ate the whole bag!’

Understanding the psychological permission structures can help marketers appreciate the decisions consumers make to consume food and beverage products. This improved understanding can prove invaluable to marketers who seek to sell their products based upon a deeper understanding of how the consumer makes choices.

For more information on Forbes Consulting please visit http://www.forbesconsulting.com/