Deliver a high level, integrated set of strategic, opportunity-focused insights into the broader range of consumer health and wellness habits, practices and mindsets that are operant in Food and Beverage consumption, Food Preparation, Dietary behaviors and Health regimens. Holistically understand how and why these high level cross-category behaviors occur, with a focus on the underlying segmentation and generation cohort opportunity targets that drive differences across the spectrum of H&W behaviors.
Consumer focus on food and beverage “health profiles” is just beginning to catch on in the mainstream – with the trend surely heading to its “tipping point” (nod to Malcolm Gladwell)! The companies who lead the charge in offering consumers a way to be healthy while continuing to enjoy the “feel good” flavors and experiences they crave will win. Knowing where to focus efforts is, arguably, the most important in a string of important strategic decisions you will need to make.
Recognizing current marketplace trends, this research initiative is specifically designed to help companies understand how to deliver on the "real" consumer wants, even in the face of negative perceptions of “bigness” and “processed”. The intended use of the results will be to help co-funders enhance and complement what they are currently bringing to market/developing and show how cross-functional areas (sales, marketing, R&D, etc.) can synergistically benefit as well.
The following key analytics will be included:
- Cluster Analysis of H&W behaviors to reveal the meta-structure of consumer choices.
- RTi’s proprietary Cluster Ensemble segmentation analytics (based on needs, attitudes, mindsets and challenges to reveal the segmentation structure that is the strongest driver of H&W choices.
- Persona profiles of each segment, with assessment of target value, and communication bundles for activating each segment.
- Factor analyses and maps of key attitudinal batteries
- H&W Landscape maps to reveal the alignment of consumer targets and segments with key H&W behaviors and white space opportunities.
A cross-section of age/generation cohorts will be included to provide deep-dive analytics among Millennials, Gen Xers, Boomers and Silents, with robust quotas of acculturated/bicultural Hispanics and African Americans
RTi will conduct a management level webinar for all survey co-funders.
All co-funders will receive:
o comprehensive management oriented PowerPoint deck
o complete set of study tabulations in Excel (HTML) format
In the past 3 years, RTi has successfully designed and delivered insightful, innovative large-scale strategy research initiatives focusing on the business opportunities in Digestive Health, Dietary & Health Supplementation, Smoking Cessation, Weight and Health Management, Changing Landscape for Food & Beverage Ingredients. All of these initiatives included assessments of product and brand positioning, identification/valuation of targets, the underlying opportunities and recommended strategies.
We will be happy to conduct in-person presentations for the 1st two co-funders. (We’ll extend this offer to three co-funders if one of the first two co-funcers purchases two funding shares).
Also, we’ll give the 9th and 10th co-funders 1-2 proprietary structured questions, as a thanks for getting this project over the “ finish line.”