Expedition Wellness Overview


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  • Consumer Ethnography, a qualitative research technique, uses a variety of methods to study behavior, attitudes and culture to better understand what customers want and how they make their purchasing decisions.
  • Knowing more about this wellness paradigm will help organizations communicate more effectively with baby boomers and provide more targeted products/services for them.
  • Physical Health – ExerciseMotivations to stay fitFrequency of exercisePhysical Health – NutritionEating habitsPreference for eating outIntellectualImportance of intellectual stimulationInfluence of knowledge acquisition EmotionalStress managementSocialFamily relationshipsSocial activities that promote fulfillmentSpiritualExploration of value systemImportance of spiritualityOccupationalProfessional fulfillmentWork/life balance
  • Expedition Wellness Overview

    1. 1.
    2. 2. Two powerful paradigm shifts that will impact your business:<br />How individuals are seeking and consuming information<br />The evolution of the human wellness equation to include factors beyond diet and exercise<br />Source: Business Wire, 1/28/08<br />
    3. 3. Expedition Wellness<br />What is it?<br />A national study to research the health habits of baby boomers within the context of new media and information delivery<br />
    4. 4. Expedition Wellness<br />What’s in it for you?<br />You can reach the right customer with the right product or service for a memorable and meaningful experience. Engage in powerful conversations with passionate people. And turn customers into advocates – for life.<br />
    5. 5. Expedition Wellness<br />Why now?<br />Consumers’ trust in brands continues to fall (as much as 50%), and it’s more difficult than ever to differentiate products and services.<br />Understanding how media fragmentation, social media, personalization and portability of information influence your marketing strategy is no long a like-to-know but a must-know. For business survival.<br />
    6. 6. Benefits of Expedition Wellness<br />Understand today’s shifting paradigms<br />Health and wellness<br />Consumption of information<br />Provide more targeted products/services to meet the needs of baby boomers<br />Communicate more effectively to these customers and prospects<br />Understanding what defines these individuals will inspire ideas to connect to them in more meaningful ways.<br />
    7. 7. Why Baby Boomers?<br />Baby boomers are living longer and consuming information more and more like youth<br />There are 78.2 million baby boomers, as of 2007i<br />Boomers spend about $2 trillion each year, with a growing proportion of spending on products that meet their desire for vitalityii<br />Boomers are the fastest growing segment of Facebookusersiii<br />Most brands have done a poor job of making themselves known to older consumers via social networksiv<br />
    8. 8. Why Ethnography?<br />What is this type of research?<br />Videotaped interviews for a behind-the-scenes peek into consumers’ lives<br />An opportunity to access beliefs and practices viewed in the context in which they occur, thereby aiding in the understanding of particular behaviors<br />An in-depth and honest look at consumers<br />
    9. 9. Advantages of Ethnography/High Dive<br />Why is it better?<br />Edited, organized and easily digested documentary footage<br />Rich insights that other forms of research cannot offer<br />Golden nuggets of information<br />Why High Dive?<br />Our deep strategic experience adds value to raw data<br />We provide recommendations on how to best capitalize upon the information we uncover<br />
    10. 10. Study Specifics<br />80+ total interviews<br />8-10 markets<br />Videotaped interviews<br />3-hour in-person interviews <br />Carried out in a wellness setting (e.g. exercise, cooking)<br />Baby boomer participants<br />Slight female skew, range of ages<br />
    11. 11. Interview Content<br />
    12. 12. Markets<br />Markets selected on geographic dispersion, variety in size and density of baby boomer population. <br />West<br />Seattle :: San Diego :: Santa Fe<br />Midwest<br />Kansas City :: Chicago :: Minneapolis<br />South<br />Raleigh Durham :: Tampa :: Houston<br />Northeast<br />Boston :: Philadelphia :: New Brunswick :: Stamford<br />
    13. 13. Sponsorship<br />Sponsorship grants you:<br />Industry exclusivity<br />Proprietary questions for the study guide<br />A comprehensive report, tailoring the findings to be of interest to you<br />An in-person presentation of the study’s results<br />
    14. 14. 91% of Americans would prefer to be<br />viewed as someone who is healthy<br />rather than wealthy.<br />Source: Business Wire, 1/28/08<br />
    15. 15. Thank You<br />For more information please contact: <br />Melinda Neely<br />melinda@expeditionwellness.com<br />208.331.2609<br />Or visit:<br />http://expeditionwellness.wordpress.com<br />www.highdive.net<br />
    16. 16. About High Dive<br />High Dive is a strategic marketing agency offering Research, Strategic and Creative services. Founded in 2000, the company has been providing creative marketing strategies to a variety of businesses and organizations, ranging from health and wellness to wireless telecom to higher education. With a mantra of starting at the end, High Dive helps clients achieve their business goals and objectives through the development of a lasting brand identity.<br />
    17. 17. Key Stakeholders<br />Melinda Neely, President, High Dive<br /> 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.<br />
    18. 18. Key Stakeholders<br />Kim Donovan, Research Consultant to High Dive<br /> 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.<br />Kathleen Malaspina, Strategic Consultant<br /> Kathleen Malaspina, Principal of Malaspina Marketing, LLC founded the firm in 2007 after spending over 15 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.<br />
    19. 19. Citations<br />i Mark Mather, “U.S. Baby Boomers Moving Out, Minorities Moving In,” May 2008 http://www.prb.org/Articles/2008/usbabyboomers.aspx (October 7, 2008).<br />iii Sarah Hills, “Baby boomers eat their way to health and beauty,” June, 12, 2008 http://www.foodnavigator-usa.com/Financial-Industry/Baby-boomers-eat-their-way-to-health-and-beauty (October 7, 2008).<br />iv Paul Brian, Boomers grow Facebook ranks, December 12, 2008, http://www.examiner.com/x-654-Baby-Boomer-Examiner~y2008m12d12-Boomers-grow-Facebook-ranks, (February 20, 2009).<br />iv Steve Miller, Study: Baby Boomers Love Social Networks Too, September 11, 2008 http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i651eebcf2abebf43eeabffccbdc658d3 (February 23, 2009).<br />