BuzzBack Healthy Skin Webinar - Global Results Sept 2013

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NOW INCLUDING DATA FROM ADDITIONAL MARKETS - For more information, email info@buzzback.com or visit our website www.buzzback.com.

Learn how consumers in the US, UK, China, Russia, Brazil and Germany define and express Healthy – verbally, visually and emotionally.

In this 20 minute webinar, BuzzBack’s latest global study on Healthy uncovers emotions and subconscious feelings associated with Healthy Skin. You'll learn how consumers:

Express what healthy means to them visually and emotionally
Define healthy skin and how they choose healthy products
Describe and talk about their own skin and healthy aspirations
Achieve healthy skin – the motivations, their process and their goals
Assess skincare brands when it comes to being healthy

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.

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BuzzBack Healthy Skin Webinar - Global Results Sept 2013

  1. 1. ©2013 BuzzBack Not Just Skin-deep: Consumer Insights on Healthy Skin Join in the conversation online: @BuzzBack #BBWebinar
  2. 2. Why Healthy? 2
  3. 3. Where… US Brazil UK China Russia Germany 3 2400 interviews
  4. 4. 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 4
  5. 5. What is ‘Healthy’ 5
  6. 6. 6 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
  7. 7. Uncovering emotional and non-verbal insights • 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 7
  8. 8. eCollage™ 8 http://www.buzzback.com/tools/#ecollage
  9. 9. eCollage – Image Frequencies (all countries) 9Larger image = higher selection = Top images across all markets (~15-35%)
  10. 10. eCollage – Stand Out Images by Market 10Images with significantly higher selections than in 4 or 5 other countries
  11. 11. Important dimensions of healthy Prescription for Healthy Relationships and Happiness Nature 11
  12. 12. 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 12
  13. 13. 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. 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 13
  14. 14. Important dimensions of healthy 14 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 14
  15. 15. Relationships and Happiness - Examples “Healthiness is not only about having good physical health. Even more important is having a positive outlook and good familial relations, and having friends.” Male, Age 36 15 “Healthy lifestyle starts with family. Healthy lifestyle depends on healthy family and healthy children which leads to happiness. Healthy lifestyle starts with fresh air, clean water and healthy earth.” Male, Age 19
  16. 16. 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 16
  17. 17. “For me, healthy starts with intact environment and nature. When nature is "natural" and unpolluted (clear pure water, healthy natural food), men will live a healthier life too. We will not have so many civilisation diseases.” Male, Age 56 Nature - Examples 17 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
  18. 18. 18 Top word associations Well-being Balanced/balanceActive/Exercise Fit Fit Fit Fit Fit Strong Strong Strong Happy Sport Sport Good looking Diet Diet Cheerful Love Peace Fresh Vital Nutrition Natural Nutrition Natural Energetic Energetic Clean Energetic Natural Green Wholesome Clean Organic Vibrant = common word associations = noteworthy word associations
  19. 19. Actions and Ability 19
  20. 20. 20 Actions taken to be healthy DIET EXERCISE RELATIONSHIPS
  21. 21. 21 Ability to maintain a healthy lifestyle ~15% ~20% ~10% ~5% ~5% ~5% ~5% ~5%
  22. 22. 22 “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. Representation of ability to maintain a healthy lifestyle
  23. 23.    23 Fresh Fruits & Veggies Organic Products Vitamins Exercise Equipment Water = Top Association = Secondary Association Meat Milk Top Product Associations With Healthy
  24. 24. 24= Top Association = Secondary Association Personal Care Destination/ Location Food Beverages Top Common Healthy Associations Per Category
  25. 25. 25 Get a Feel For This A look into healthy skin.
  26. 26. Blemish free Moisturized Smooth Glowing Clean Problem free Soft Oil free Clear Wrinkle free 26 Spot free Blemish free Glowing Smooth Moisturized Clean Problem free Clear Soft Spot free Clean Moisturized Blemish free Soft Protected from sun Smooth Wrinkle free Color = Unique mentions Larger font = higher mentions Describing Healthy Skin
  27. 27. Spot/ impurity free Smooth Clear Good/ fresh color No wrinkles No illness Not dry or oily 27 Smooth Clean Firm Even Acne/blemish free Glowing Gentle Soft Smooth Non tanned/ fair skin Elastic Delicate Ruddy Glowing Moist Tender Color = Unique mentions Larger font = higher mentions Describing Healthy Skin
  28. 28. Dry Smooth Soft Oily Combination Normal Age spots Acne 28 Top words used to describe own skin Dry Soft Spotty Age spots Clear Oily Sensitive Smooth Soft Moisturized Clean Spot free Wrinkle free Protected Color = Unique mentions Larger font = higher mentions
  29. 29. Normal Dry Soft Smooth Healthy Oily Good 29 Top words used to describe own skin Normal Healthy Dry Oily Smooth Firm Clear Smooth Elastic Non tanned/ fair skin Healthy Glossy Dry Oily Dark Color = Unique mentions Larger font = higher mentions
  30. 30. 30 DietProduct Usage Cleansing Actions for Healthy Skin
  31. 31. 31 Top 6 Attributes Per Country* * Based on Top 2 Box Attribute Agreement Moisturizes my skin (~80%) Protects my skin (~75%) Prevents skin problems (~70%) Prevents moisture loss (~65%) Repairs my skin (~65%) Makes my skin look smoother (~65%) Moisturizes my skin (~65%) Protects my skin (~65%) Prevents skin problems (~60%) Is non-allergenic (~60%) Prevents moisture loss (~55%) Is clinically tested or proven (~55%) Moisturizes my skin (~75%) Protects my skin (~75%) Is clinically tested or proven (~70%) Prevents skin problems (~70%) Is non-allergenic (~70%) Is recommended by my doctor/ dermatologist (~70%) Product Attribute Importance Blue = Noteworthy differences
  32. 32. 32 Top 6 Attributes Per Country* * Based on Top 2 Box Attribute Agreement Moisturizes my skin (~70%) Protects my skin (~70%) Provides intensive moisture (~65%) Soothes irritated skin (~60%) Repairs my skin (~60%) Makes skin supple (~60%) Prevents skin problems (~65%) Eliminates acne (~65%) Is non-allergenic (~65%) Moisturizes my skin (~60%) Soothes irritated skin (~60%) Protects my skin (~60%) Protects my skin (~80%) Prevents skin problems (~75%) Prevents moisture loss (~75%) Moisturizes my skin (~75%) Gives skin relief (~75%) Provides intensive moisture (~70%) Product Attribute Importance Blue = Noteworthy differences
  33. 33. 33 Moisturizer/ Body lotion Sunscreen Soap Face wash/ Cleanser Water = Top Association = Secondary Association Top Healthy Skin Products
  34. 34. 34 Brand Associations for Keeping Healthy Skin
  35. 35. 35 Brand Associations for Keeping Healthy Skin
  36. 36. Prescriptive behavior Supportive relationships Reducing stress Rest/ relaxation Mental balance Healthy What healthy encompasses 36
  37. 37. Product Usage Protection Cleansing Diet Healthy Skin is multi-dimensional 37
  38. 38. Our partners 38
  39. 39. Thank You! Interested in learning more? Request our Healthy Skin Infographic or White Paper. Email info@buzzback.com and request a reminder. Healthy Value Natural Luxury Quality Indulgence Request a Whitepaper 39

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