Consumer confusion or Communication Clarity?
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Consumer confusion or communication clarity?
description
Kaizo recently commissioned independent research with OnePoll into consumer attitudes to ever increasing health messaging by brands, showing that many are failing to truly involve consumers or integrate consistent messaging across channels. We shared the research with brands via a series of free breakfast sessions and had some lively debate about the results! The results are summarised below: • The number and frequency of products claiming health benefits continues to rise dramatically but rather than help drive consumer awareness and education about the benefits, 25% of consumers have been left feeling confused by the different health messages. • 21% of consumers feel bombarded with health message information – clearly brands need to be smarter with how they convey their messages in a clear, concise manner, utilising the right channels. • Many brands are failing to integrate traditional PR with social and ensure messaging is ‘joined up’ on and offline; in fact 40% of people found that messages projected by TV advertising are completely different to the experience found online. • Consumers, initially attracted to money offers and free products on fan pages, are put off by the lack of good content or opportunities to contribute – a third never go back! Get in touch if you’d like to discuss the results of the research in more detail or find out how to get the most out of your social media strategy through joined up communications and consumer involvement. [email protected]
Transcript of Consumer confusion or Communication Clarity?
Consumer confusion or communication clarity?
Key research insights
• Brands are failing to truly involve consumers and integrate consistent messaging across channels
• 21% of consumers feel bombarded with health message information
• 25% of consumers feel confused by the different health messages
• 40% found that messages projected by TV advertising are completely different to the experience found online
• Consumers, initially attracted to money offers and free products on fan pages, are put off by the lack of good content or opportunities to contribute – a third never go back!
• So what is the solution?
What steps did you take in the past year to live and eat more healthily?
Over half of us have eaten more healthily in the last year… less snacking, less ready meals, less alcohol
More than 60% of women have eaten more healthily in the last year
Only 15% have done nothing
What steps did you take in the past year to live and eat more healthily?
OnePoll Research for Kaizo, October 2012
0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%
FemaleMale
What are the biggest barriers to improving your health and wellbeing?
OnePoll Research for Kaizo, October 2012
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Female
Male
What are your health & wellbeing resolutions for 2013?
OnePoll Research for Kaizo , October 2012
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Female
Male
What factors motivated you to live and eat healthily?
Friends and family the most likely influence to motivate, followed by doctors
Traditional media more influential than social
What factors motivated you to live and eat healthily?
OnePoll Research for Kaizo, October 2012
Likely
Not
very
lik
ely
Not
at
all
Likely
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very
lik
ely
Not
at
all
Likely
Not
very
lik
ely
Not
at
all
Likely
Not
very
lik
ely
Not
at
all
Likely
Not
very
lik
ely
Not
at
all
Likely
Not
very
lik
ely
Not
at
all
Likely
Not
very
lik
ely
Not
at
all
Newspapers and magazines
Celebrity chef cooking pro-
grammes on TV
Comments on Facebook or
Advertising on TV or in the
press
Friends and fam-ily
Joining a slimming
group or gym
Advice from doc-tor or other
health profes-sional
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Are you affected by the increased advertising on health by brands?
Scepticism and confusion
Overwhelmed and unmotivated
Are you affected by the increased advertising on health by brands?
OnePoll Research for Kaizo, October 2012
0.00%5.00%
10.00%15.00%20.00%25.00%30.00%35.00%40.00%
FemaleMale
Which is mostly advertised for improving health and wellbeing?
OnePoll Research for Kaizo, October 2012
Cooking
hea
lthy
bala
nced
mea
ls
Exer
cising
Taking
vita
min
sup
plem
ents
Mon
itor w
eigh
t and
act
ivity
Ensu
re y
ou spe
nd q
ualit
y fa
mily
toge
ther
Get
ting
enou
gh sle
ep
Drink en
ough
wat
er
Lower
ing
your
cho
lest
erol
Star
ting
the
day
with
bre
akfa
st
Don't
know
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Female
Male
Why do you 'like' a Facebook page set up by brand?
Facebook brand page ‘likes’ driven by involvement and promotions
Why do you 'like' a brand’s Facebook page?
Because I love it
Free products or money off
vouchers
Competitions Great content I want to
learn more about
Because my friends do
Other None of the above - I
never like a Facebook
page from a brand
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
FemaleMale
OnePoll Research for Kaizo, October 2012
Which of the following apply to you?
OnePoll Research for Kaizo, October 2012
0.00%5.00%
10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%
FemaleMale
Are brand TV adverts reflected in the experience on Facebook
OnePoll Research for Kaizo, October 2012
Yes No0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Some out-takes
• Brands failing to truly involve consumers and in fact, integrate consistent messaging across channels
• Brands need to be smarter with how they convey their messages in a clear, concise manner, using the right channels
• Brands are failing to integrate traditional PR with social and ensure messaging is ‘joined up’ on and offline
• Involving consumers creates long term engagement
Consumer confusion or communication clarity?
