BuzzBack Healthy Snacking Webinar July 2013
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©2013 BuzzBack LLC Weighing in on ‘Healthy’: Consumer Attitudes About Healthy Snacking Join in the conversation online: @BuzzBack #BBWebinar
description
Learn how consumers in the US, UK, China, Russia, Brazil and Germany define and express Healthy -- verbally, visually and emotionally. (Learn about more solutions we can solve for you - http://www.buzzback.com/solutions/) In this 20 minute webinar, BuzzBack's latest global study on Healthy uncovers emotions and subconscious feelings associated with Healthy Snacking. You'll learn how consumers: - Express what healthy means to them visually and emotionally - Define healthy eating and make snacking selections - Classify snacking brands when it comes to being healthy - Reveal healthy attributes they consider to be most important BuzzBack's new global Healthy study includes a range of general behavior and attitudinal findings, along with visual and emotional insights delivered via our unique and award-winning projective and enabling techniques such as eCollage, Blobs, and Thought Bubble. The study was fielded with consumers in the US, UK, China, Russia, Brazil and Germany.
Transcript of BuzzBack Healthy Snacking Webinar July 2013
©2013 BuzzBack LLC
Weighing in on ‘Healthy’:
Consumer Attitudes About Healthy Snacking
Join in the conversation online:
@BuzzBack
#BBWebinar
Why Healthy?
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Where…
US
Brazil
UK
China
Russia
Germany
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2400 interviews
We Will Help You Understand….
Imagery and
Associations Emotions Products
and
Categories
Brands Important
Attributes
Visual
Associations Words and
products
Projective
Techniques
Attribute
Importance
HOW
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Uncovering emotional and non-verbal insights
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• Only 5-20% of decision
making conscious
- Zaltman, 1995 et al
• Use of imagery helps
improve verbal dissonance - patients forgot 80% of verbal
communication
- graphical cues
improve recall
• ± 80% of human
communication non-verbal
- Weiser, 1998
Extensive And Varied Image Library
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What is ‘Healthy’?
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Ecollage – Image Frequencies
9 Larger image = higher selection
= Higher image selection than both other countries
Important Dimensions Of Healthy
Prescription for Healthy
Relationships and Happiness
Nature
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Important Dimensions Of Healthy
Prescription for Healthy
There were lots of fruit and vegetables which
are required for a balanced, healthy diet. I
chose the scales with a piece of fruit on each
end to reflect this thought. Somebody washing
their hands to show that good hygiene is
important for good health; also people
exercising. UK, Female, Age 54
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Prescription For Healthy - Examples
“I chose images of colorful fruits and veggies which are
known to contain wonderful vitamins and antioxidants. I
chose the triangle of food groups because eating this
way keeps our bodies healthy. I chose the yoga photos
because yoga is an excellent way to become fit
mentally and physically. I chose the people exercising
because it is a good way to keep your body healthy
but it also is excellent for your mind. It will ward off
dementia and Alzheimer's. Watching your weight is good
for long life. Lean chicken is a healthy meat. The woman
who is floating feels wonderful because she is healthy.”
Male, Age 30
“There were lots of fruit and vegetables which are
required for a balanced, healthy diet. I chose the
scales with a piece of fruit on each end to reflect
this thought. Somebody washing their hands to
show that good hygiene is important for good
health; also people exercising.
Female, Age 54
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Important Dimensions Of Healthy
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Relationships and Happiness
“Healthy isn't all about going for a jog or
eating lots of vegetables its mainly a mental
thing!! A healthy mind is created via strong
relationships, a balance of work/play life etc.”
UK, Male, Age 18
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“Healthy is about the physical body and the senses and
connected to our circumstances and being happy.
Happiness is found in the gift of new life, in being
carefree, and eventually having wisdom from life's
experience. It's about enjoyment- taking joy in the
good things of life and appreciating them. So we
cuddle the babe, we jump for joy, we smile in our
happiness. We are healthy when we have enough to eat
and are satisfied. We are happy when we meet up with
friends and family who cherish us . Happiness is
found in peaceful solitude and beauty, When we can
appreciate our blessing, we are in a healthy lifestyle.”
Female, Age 67
“To live healthy means to be happy, eat well, have
love, a family, friends, have a religion, believe in a
God, care for your body, travel, have access to
doctors and hospitals whenever necessary, be calm,
meditate and have positivity in life!”
Female, Age 61
Relationships and Happiness - Examples
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Important Dimensions Of Healthy
“All natural, clean, and fresh all represent
healthy” US, Female, Age 34
“Clean environment, staying calm, eating healthy
foods and the presence of God” Brazil , Male,
Age 27
Nature
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Nature - Examples
“I chose the things which make me feel
healthy such as water, air and open spaces,
coastal areas and sun, also the fruit and
vegetables make me feel good growing and
eating them.”
Male, Age 29
I chose these pictures because they make
me think of happiness, nature, good diet,
caring for body and soul and all that can be
good to a person emotionally, physically
and spiritually.”
Male, Age 27
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Top Word Associations
Fit
Well
Health
Well-being
Happy
Good
Happiness Diet
Balanced/ balance
Strong
Active
Wholesome
Clean
Vibrant
Energetic Wellness
Nutrition
Natural
Organic Exercise
Peace Love
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Top Words NOT Associated
Sedentary
Sick/ ill
Unhealthy
Fat/ obese
Sadness
Lazy
Weak
Unhappy Junk
Stress
Drugs Bad eating Pollution
Word Associations For Different Age Groups
19 Larger font = higher mentions
Word Associations For Different Age Groups
20 Larger font = higher mentions
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Actions Taken To Be Healthy
DIET EXERCISE RELATIONSHIPS
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Ability To Maintain A Healthy Lifestyle
~15% ~20% ~10%
~5% ~5%
~5%
~5%
~5%
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Representation Of Ability To Maintain A Healthy Lifestyle
“It’s full of life, active and
jumping. That’s how I see
myself.” Female, Age 48, UK
“He/she looks energetic, happy
vibrant. There is a burst of
energy there. They aren't
waiting to be entertained – can
entertain itself.” Female, Age
54, US
“Having a healthy lifestyle means
you need to get along with
others and have good
relationship with friends and
relatives.” Male, Age 44, US
“Supporting and caring for each
other indicates a balance in
life/work.” Female, Age 51, UK
“I have an accountability friend
that helps me to maintain my
health goals.” Female, Age
61, US
“The love of your family around
you also helps you to maintain
a healthy lifestyle.” Female,
Age 55, UK
Energetic & active
healthy lifestyle
(i.e. running, dancing).
Importance of keeping
positive relationships
reflected in one’s health.
Outside support from
family, friends, spouses,
etc. for maintaining
healthy lifestyle.
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Health vs. Wellness Compared
Health Wellness
VS.
[Health is] a physical body being free from diseases and
wellness [is an] overall balance of your physical, social,
spiritual, emotional, intellectual, environmental, and
occupational well-being.”
US, Female, Age 37
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Top Product Associations With Healthy
Fresh Fruits &
Veggies Organic
Products Vitamins
Exercise
Equipment Water
= Top Association
= Secondary Association
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Top Healthy Associations Per Category
Food Beverages Personal Care Destination/
Location
= Top Association
= Secondary Association
Bite Into This A look into healthy snacking.
What Makes a Healthy Snack
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Green = Higher for Blue = Higher for
Larger font = higher mentions
Top Perceived Healthy Snacks
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Fruit (~90%)
Yogurt (~70-80%)
Nuts (~60-80%)
Dried Fruit (~55-70%)
Granola Bars (~45-65%)
Cheese (~40-60%) All countries
except UK
Protein Bars
Cereal Bars
Fruit Snacks
Popcorn Pretzels
Healthy vs. Unhealthy Snacks
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Healthy
Snacks
Unhealthy
Snacks
Healthy vs. Unhealthy Snacks
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Healthy
Snacks
Unhealthy
Snacks
Healthy Snacks Brand Associations
Summary & Implications
• Health has many dimensions:
• Inputs, outputs, relationships with others and importantly relationship with self.
• ‘Balance’ is universal health association -- antonyms of ‘lazy’ and ‘obese’
• Also Health has relationship with time.
• Happiness and activity most associated with health
across markets
• Brazil focussing uniquely on food.
• Evolution is from ‘breast milk’ for baby, & ‘laughter’
to ‘food’ and ‘love’ when older.
• Three key underlying themes around health are:
• Prescription for health
• Nature
• Relationships and happiness – more but exclusively Brazil
• Successful brands will tie functional benefits to
thorough understanding of emotional relationships
that categorise a healthy life.
• Perhaps the best summary is provided by Albert Einstein
“Life is like riding a bicycle. To keep your balance,
you must keep moving.”
Our Partners
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Thank You!
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