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Health And Weight Management

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  • Intro remarks… It’s great to be here today to talk about an issue that’s a top concern for many of us here—health and weight management—and how best to communicate about this issue with consumers. How many of you work with people to help them better manage their weight? And how many of you are always looking for new information to help with this challenge? I think you’ll find the information I’ll present today unique because the insights come from consumers themselves. I also think some of what you hear may surprise you—and hopefully aid you in your own work with consumers.
  • Transcript

    • 1. Consumer Insights on Health and Weight Management Seeking Communications that Make a Difference Diane Quagliani, MBA, RD representing International Food Information Council (IFIC) and IFIC Foundation
    • 2. International Food Information Council (IFIC) and IFIC Foundation Mission: To communicate science-based information on food safety and nutrition issues to health professionals, journalists, educators and government officials. Primarily supported by the broad-based food, beverage and agricultural industries.
    • 3. What We’ll Cover
      • Hearing from consumers about health and weight issues
        • Consumer research
          • Priorities
          • Barriers
          • Motivators
        • “ People on the street”
      • How we can help
    • 4. Meet Our “People on the Street” Their Views on the Obesity Epidemic
    • 5.  
    • 6. How Do We Start Moving toward a Solution to a Complex Issue?
    • 7. IFIC: In Search of Research-Based Communications Solutions Focus Groups Ethnographies Quantitative Surveys Adults Children Health Professionals
    • 8. Consumer Research Objectives
      • How do consumers think and feel about health, weight and weight management?
      • What are perceived barriers and motivators to weight management?
    • 9. Design and Methodology Adults 35-55 Income: $25-80K Parents & Non-parents “Succeeders” & “Strugglers” Total N = 111 Chicago Baltimore Nov 2003
      • 4 Focus Groups (N=31)
      • Parents
      • Focus Groups
      • In-depth message testing
      Chicago Atlanta Sept-Oct 2003
      • 6 Families
      • (N=12)
      • 2-Parent Households
      • Ethnographic Studies
      • In-home interviews
      • Preliminary message testing
      Chicago Baltimore April-May 2003 8 Focus Groups (N=68)
      • Focus Groups
      • Exploratory
    • 10. Consumer Views on Health and Weight Management
    • 11.  
    • 12. Life & Priorities In General
      • Home
      • Work/career
      • Health
      • Religion/spirituality
      • Finances/income
      • Relaxation/entertainment
      Parents
      • Children/family
      • Home
      • Work/career
      • Health
      • Religion/spirituality
      • Finances/income
      • Relaxation/entertainment
    • 13. What’s Healthy, What’s Not Healthy
        • Active
        • Energetic
        • Confident
        • Smiling
        • Good complexion
        • Good posture
        • Bright and wide-eyed
        • Works out/is fit
        • Positive attitude
        • Well-rested
      Unhealthy
        • Overweight
        • Unkempt
        • Smokes/drinks/does drugs
        • Walks slowly
        • Dejected, holds head down
        • Bundle of nerves
        • Lays on couch
        • Out of breath
        • Dull skin
        • Depressed/negative
      vs.
    • 14. Health: Where Consumers See Themselves Now Unhealthy Healthy See Themselves Here
    • 15. Health: Where Consumers Want To Be Unhealthy Healthy Want To Be Here
    • 16. Barriers to Better Health
    • 17.  
    • 18. Barrier: Parents are Time Crunched
      • Family demands come first leaving little time for self care
        • Until my kids get older and don’t need me as much, my responsibilities are somewhere else. (Female, Chicago)
      • Few feel their “sacrifice” is harmful
    • 19. Barrier: Convenience Drives Parents’ Lifestyle
      • Rely on easy-to-prepare and ready-to-eat foods for needed speed and flexibility
      • Move through the grocery store on “autopilot”
      • Physical activity must “fit” into family routine or it just won’t happen
    • 20. Barrier: The “D” Words: Dieting and Denial
      • Consumers don’t want to deny themselves favorite foods
        • Diet is a dirty word. (Female, Chicago)
        • Diet means suffering and giving up the things you like. (Male, Baltimore)
    • 21. Barrier: Results Take Too Long
      • Consumers want “instant gratification”
        • The trouble with staying motivated for me is that I need to see quick results and that doesn’t always happen, even when you’re working on it. (Male, Chicago)
        • If I start a new program and don’t see immediate results, I get discouraged and impatient. (Female, Chicago)
    • 22. Barrier: Motivation Missing for Many
      • Information doesn’t translate to action
        • It’s not like we don’t know what to do, but we just don’t do it – we could all write a book on what you’re not supposed to do. (Female, Chicago)
        • Until I come down to that mental motivating signal that tells me to start doing it, then, well, it’s not going to happen. (Male, Chicago)
    • 23. Potential Motivators to Better Health
    • 24.  
    • 25. Motivator: Appearance
      • Triggers strong emotional response
      • Women focus on clothes
        • It’s awful when your clothes don’t fit anymore – it’s just an awful feeling. (Female, Baltimore)
      • Men take a broader view
        • It motivates me when I see Men’s Health magazine with pictures of guys who are cut. (Male, Chicago)
    • 26. Motivator: Family
      • Being there for loved ones
        • When I’m running after my kids and I’m out of breath, it makes me wonder if I’m going to see them graduate. (Male, Baltimore)
        • I want to be able to bounce my grandkids on my knee. (Male, Chicago)
    • 27. Motivator: Being a Role Model for Kids
      • Parents are concerned about how their habits impact their kids
        • I want to set a good example for my daughter. She’s a little on the larger side for her age, and I don’t want her to grow up worrying about her weight. (Female, Chicago)
    • 28. Motivator: Future Health Issues
      • But worries don’t translate into action
        • I think more about my health now that I can’t do as much – I can’t run up and down the stairs and I have problems with arthritis. (Female, Chicago)
        • Things might not be affecting me now, but if I don’t watch myself, things could catch up with me later. Diabetes runs in my family. (Male, Chicago)
    • 29. Key Findings from Consumers
      • Health important, but not #1 priority
      • Want improved health, but not “perfection”
      • Have information, but don’t act
      • Major barrier: Too much to do, too little time
      • Major motivator: Stay healthy for family
    • 30.
      • Consumers Want
      • and Need Help
    • 31.  
    • 32. How Can We Help Consumers?
      • Know your audience
      • Target those who want help
      • Address lifestyle issues
        • Customize whenever possible
    • 33. How Can We Help Consumers?
      • Help remove barriers
        • Small steps to start
        • Quick and easy ideas
      • Focus on motivators
        • Happy, healthy family
      • Be positive!
    • 34. To Learn More ific.org IFC Foundation Web Site Phone 202-296-6540 E-Mail [email_address]
    • 35. Consumer Insights on Health and Weight Management Seeking Communications that Make a Difference Diane Quagliani, MBA, RD representing International Food Information Council (IFIC) and IFIC Foundation

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