Expedition Wellness 2010


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Syndicated research study - sponsorships now available.

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Expedition Wellness 2010

  1. 1. A Journey Into America’s Health
  2. 2. Overview Expedition Wellness will deeply explore the health habits of two distinct populations – Baby Boomers and Millennials (Gen Y). We’ll be travelling across the country to understand how these two generations embrace self- care, define “good health,” and select products/services to help sustain their well-being. Through a documentary-style study, we will be able to compare and contrast these groups’ vastly different health concerns, acceptance of brands, and habits for consuming information. How Do You Benefit? With an honest, pervasive view of consumers’ lifestyles, companies can reach the right customer with the right product or service for a memorable and meaningful experience. By engaging in powerful conversations with passionate people, you can turn customers into advocates – for life. Why Now? There are disparate yet interconnected trends in today’s marketplace which will collectively impact consumer perceptions towards well- being and health products/services. • Commoditization makes is harder for products and services to stand out in the crowd. • A new brand landscape has emerged in which personalization, portability and authenticity are paramount in consumers’ minds. • ocial networking is a trend that’s here to stay, and a new, powerful word-of-mouth network has the potential to influence purchase S decisions and product adoption. • Do-It-Yourself healthcare will escalate as individuals look for ways to manage their own wellness. What is Expedition Wellness? Expedition Wellness is a syndicated ethnographic study in which we will generate consumer documentary vignettes. We’ll be travelling to eight markets, conducting in-depth interviews of Baby Boomers and Millennials in a health and wellness setting. Our researchers will be using unobtrusive hand-held cameras that allow us to capture a real portrait of participants’ lives without the distractions of a video crew. By sponsoring Expedition Wellness, you’ll get the benefit of an extensive, customized ethnographic study at a fraction of the cost. EXPEDITION WELLNESS | 2
  3. 3. Categories which are currently available include: • Health plan • Pharmaceutical • Medical equipment • Consumer packaged goods – food • Consumer packaged goods – beverage • Hospitality • Spa • Nutraceuticals • Outdoor gear/equipment • Exercise/fitness equipment • Exercise/fitness service provider • Alternative health providers • Government • Media/magazines Why Gen Y? Why Baby Boomers? Millennials, rather than making independent decisions based on core values, live in a culture encouraging them to embrace community values, and to reach consensus. Their familiarity with and use of communications, media, and digital technologies enables this sense of community. Gen Y values work-life balance, with a desire to spend their time in meaningful and useful ways. Baby boomers are the largest generational segment. Not only does this market segment have tremendous spending power, but these individuals are redefining every decade of life and as they grow older, bringing new meaning to the notion of “aging gracefully.” This group desires vitality and values emotional health as symbol of success. By interviewing these two market segments with different attitudes and approaches to life and wellness, we will uncover nuggets of wisdom from which both generations can learn and benefit, in addition to the manufacturers and service providers catering to these individuals. Today, consumers are redefining status by health and wellness measurements instead of monetary wealth. In fact, 91% of Americans would prefer to be viewed as someone who is healthy rather than wealthy. (Source: Business Wire, 1/28/08). EXPEDITION WELLNESS | 3
  4. 4. Why Ethnography? Ethnography is an exciting and informative alternative to focus groups whereby we will study the behavior, attitudes and culture of participants. Without the filter of four walls and influence of other personalities, we can get a true read on participants’ lifestyles, a genuine understanding of how they make purchase decisions, and an accurate read on factors which influence their wellness. The study will yield: • Edited, organized and easily digested documentary footage • No need to sift through layers of data • Multidimensional insight that other forms of research can’t offer • A more in-depth and honest look at consumers • Raw insight into emotions and feelings Why Hinson Neely? With Blue chip background, including GlaxoSmithKline, American Home Products, Philips Oral Healthcare and Starbucks, the team at Hinson Neely LLC knows how to transform research data into usable business and product strategies. We don’t just hand you a report and walk away; instead, we provide recommendations on how to best capitalize on the information we uncover. Ways You Can Directly Benefit By chronicling the cultural trends and lifestyles that influence consumer decisions about their health and wellness—habits, annoyances, desires, unfulfilled needs—Expedition Wellness can help companies: • Understand how different generations consume information • Create a new or improve an existing brand image • Deliver marketing campaigns that generate a return for dollars spent • Design more satisfying offerings • Validate a new product concept • Refresh established products • Discover and break into new market segments • Validate your ideas to prospective clients/customers With a category exclusive $25,000 sponsorship of Expedition Wellness, you get: • Industry exclusivity with an agreement to sponsor • 8 proprietary areas of focus for inclusion in the study guide • A comprehensive, tailored report • An in-person presentation of the study’s results EXPEDITION WELLNESS | 4
  5. 5. Study Specifics By sponsoring Expedition Wellness, you will gain access to proprietary data without bearing the expense a fully sponsored ethnographic study, which can cost as much as $300,000. To collect market intelligence, Hinson Neely will execute the following methodology: • Approximately 64 interviews total • 8 interviews in 8 markets • alf will be by Boomer participants, or individuals born between 1946 H and 1964 • Half will be Millennials, born between 1984-2002 • Slight female skew • -hour in person interview, carried out in a wellness setting (e.g., 3 exercising, cooking) • All interviews will be videotaped Facets of wellness explored: • Physical Health – Exercise • Physical Health – Nutrition • Intellectual • Emotional • Social • Spiritual • Occupational Markets Initial market recommendations include: West — Seattle • San Diego Midwest — Kansas City • Chicago South — Raleigh Durham • Houston • Orlando Northeast — Boston • Philadelphia EXPEDITION WELLNESS | 5
  6. 6. Study Specifics (con’d) We are currently accepting sponsorship submissions! Don’t miss the opportunity to sign up now, before your category is sold out. The study timeline lays out as follows: Q1 2010: Obtain sponsors Q2 2010: Start fielding study Q3 2010: Finish study; compile results For more information, email melinda@hinsonneely.com or go to expeditionwellness.wordpress.com. Footnotes: Hills, Sarah, Baby Boomers eat their way to health and beauty,” http://www.foodnavigator-usa.com/Financial-Industry/Baby-boomers-eat-their-way-to-health-and-beauty (June 12, 2008) McCrindle, Mark, “Understanding Generation Y,” http://www.learningtolearn.sa.edu.au/Colleagues/files/links/UnderstandingGenY.pdf Trunk, Penelope, “What Gen Y Really Wants,” http://www.time.com/time/magazine/article/0,9171,1640395,00.html (July 5, 2007) About Hinson Neely Hinson Neely provides market knowledge and growth strategies to help companies discover untapped revenue opportunities. With Blue Chip background, they offer clear and practical direction to energize businesses and brands. The company provides marketing research and marketing strategy services. EXPEDITION WELLNESS | 6
  7. 7. Key stakeholders Melinda Neely, President, Hinson Neely LLC Founder of High Dive, Melinda began her marketing career in the Northeast, managing multi-million consumer brands such as Dimetapp Cold & Flu Medicine, Welch’s Grape Juice and Polaroid Instant Film. She moved to Seattle to work for Starbucks, and then served on the executive teams of two technology companies, one of which she helped take public. Melinda has published articles in a variety of periodicals and newspapers and has spoken to numerous audiences. She also served as an adjunct professor at Seattle University, teaching Marketing and Business Communications. Melinda received a Bachelor of Science in Public Health from the University of North Carolina at Chapel Hill, majoring in Nutrition and Chemistry. She holds an MBA from the College of William and Mary in Virginia. She is the author of Finding Life’s Secret Sauce: Fitting Good Food, Fitness and Fun into Your Crazy, Busy Schedule. Kim Donovan, Research Consultant to High Dive Kim has been in the marketing research industry for over twenty years. Kim managed research projects for Pepsi, Frito-Lay, Keebler, Kimberly-Clark, Hanes and Miller Brewing. She has moderated over 100 focus groups. She also held the position of Director of Strategic Planning and Research for Bozell Advertising in Chicago. Kim attended the University of Illinois, where she majored in History. Kathleen Malaspina, Strategic Marketing Consultant Kathleen Malaspina, Principal of Malaspina Marketing, LLC founded the firm in 2007 after spending over 20 years in the marketing & sales trenches on four continents. Prior to starting her firm, Kathleen was Marketing Director for Philips Oral Healthcare, the makers of the highly successful Sonicare toothbrush. Kathleen has also held several key marketing leadership & business development roles with Philips in Amsterdam, Motorola in Singapore, Australia and Chicago, and Sanyo in the US. Kathleen holds an MBA from IESE Business School in Barcelona, Spain and a BA from the University of Pittsburgh. Melinda Neely, President, Hinson Neely 1612 W Jefferson Street :: Boise, ID 83702 208.331.2609 :: melinda@hinsonneely.com www.hinsonneely.com