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Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
Consumer confusion or Communication Clarity?
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Consumer confusion or Communication Clarity?

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Kaizo recently commissioned independent research with OnePoll into consumer attitudes to ever increasing health messaging by brands, showing that many are failing to truly involve consumers or …

Kaizo recently commissioned independent research with OnePoll into consumer attitudes to ever increasing health messaging by brands, showing that many are failing to truly involve consumers or integrate consistent messaging across channels. We shared the research with brands via a series of free breakfast sessions and had some lively debate about the results!

The results are summarised below:
• The number and frequency of products claiming health benefits continues to rise dramatically but rather than help drive consumer awareness and education about the benefits, 25% of consumers have been left feeling confused by the different health messages.
• 21% of consumers feel bombarded with health message information – clearly brands need to be smarter with how they convey their messages in a clear, concise manner, utilising the right channels.
• Many brands are failing to integrate traditional PR with social and ensure messaging is ‘joined up’ on and offline; in fact 40% of people found that messages projected by TV advertising are completely different to the experience found online.
• Consumers, initially attracted to money offers and free products on fan pages, are put off by the lack of good content or opportunities to contribute – a third never go back!

Get in touch if you’d like to discuss the results of the research in more detail or find out how to get the most out of your social media strategy through joined up communications and consumer involvement.

info@kaizo.co.uk

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  • 1. Consumer confusion orcommunication clarity?
  • 2. Key research insights• Brands are failing to truly involve consumers and integrate consistent messaging across channels• 21% of consumers feel bombarded with health message information• 25% of consumers feel confused by the different health messages• 40% found that messages projected by TV advertising are completely different to the experience found online• Consumers, initially attracted to money offers and free products on fan pages, are put off by the lack of good content or opportunities to contribute – a third never go back!• So what is the solution?
  • 3. What steps did you take in the past yearto live and eat more healthily? Over half of us have eaten more healthily in the last year… less snacking, less ready meals, less alcohol More than 60% of women have eaten more healthily in the last year Only 15% have done nothing
  • 4. What steps did you take in the past yearto live and eat more healthily? 70.00% 60.00% 50.00% 40.00% Female 30.00% Male 20.00% 10.00% 0.00% Ate a Took more exercise veg, less sugar, lower fewer ready meals and cooked at home new diet less alcoholsteps to change my behaviour healthier diet (more Stopped snackingfat, low Bought more sleep Got Quit smoking None Drank take any Tried a - I didnt salt) OnePoll Research for Kaizo, October 2012
  • 5. What are the biggest barriers toimproving your health and wellbeing?35.00%30.00%25.00%20.00%15.00% Female Male10.00%5.00%0.00% Lack of Lack of time due Work demands Lack of belief in Not knowing Too much Not knowing Not None of the disposable to other family it making a what to do information on whose understanding above - there income/cost of demands difference health and information to whats on food are no barriers food? wellbeing make trust labels to improving my it difficult to health and keep up wellbeing OnePoll Research for Kaizo, October 2012
  • 6. What are your health & wellbeingresolutions for 2013? 60.00% 50.00% 40.00% 30.00% Female Male 20.00% 10.00% 0.00%Eat a healthier diet (e.g. more veg, Stop sugar, Get more sleep smoking less Ignore celebrity ORhave any health and wellbeing resolution Do more exercise less snacking lower fat, lowStop Drink Cook more at home diets alcohol None - I dont Avoid, buy fewer ready meals salt) 2013 OnePoll Research for Kaizo , October 2012
  • 7. What factors motivated you to live andeat healthily? Friends and family the most likely influence to motivate, followed by doctors Traditional media more influential than social
  • 8. What factors motivated you to live and eat healthily?70.00%60.00%50.00%40.00%30.00%20.00%10.00%0.00% Likely Not Not at Likely Not Not at Likely Not Not at Likely Not Not at Likely Not Not at Likely Not Not at Likely Not Not at very all very all very all very all very all very all very all likely likely likely likely likely likely likely Newspapers and Celebrity chef Comments on Advertising on TV Friends and family Joining a slimming Advice from doctor magazines cooking Facebook or Twitter or in the press group or gym or other health programmes on TV professional OnePoll Research for Kaizo, October 2012
  • 9. Are you affected by the increasedadvertising on health by brands? Scepticism and confusion Overwhelmed and unmotivated
  • 10. Are you affected by the increasedadvertising on health by brands?40.00%35.00%30.00%25.00%20.00% Female15.00% Male10.00%5.00%0.00% Confused by Overwhelmed by Sceptical about their Better informed More motivated to I havent noticed an different messages too much motives about the issues but change increase information not motivated to change OnePoll Research for Kaizo, October 2012
  • 11. Which is mostly advertised for improvinghealth and wellbeing? 25.00% 20.00% 15.00% Female 10.00% Male 5.00% 0.00% Cooking Exercising Taking vitamin Monitor weight Ensure you Getting Drink enough Lowering your Starting the Dont know healthy supplements and activity spend quality enough sleep water cholesterol day with balanced family together breakfast meals OnePoll Research for Kaizo, October 2012
  • 12. Why do you like a Facebook page set upby brand? Facebook brand page ‘likes’ driven by involvement and promotions
  • 13. Why do you like a brand’s Facebookpage?50.00%45.00%40.00%35.00%30.00%25.00%20.00% Female Male15.00%10.00%5.00%0.00% Because I love Free products Competitions Great content I Because my Other None of the it or money off want to learn friends do above - I never vouchers more about like a Facebook page from a brand OnePoll Research for Kaizo, October 2012
  • 14. Which of the following apply to you? 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% Female Male 15.00% 10.00% 5.00% 0.00% I like brand pages to get I will continue to monitor a I really like it when a brand The more I am asked my free stuff but never go back page in case more free stuff asks me my opinion, this opinion the more I share it is on offer makes me contribute to a with friends page more often OnePoll Research for Kaizo, October 2012
  • 15. Are brand TV adverts reflected in theexperience on Facebook 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Yes No OnePoll Research for Kaizo, October 2012
  • 16. Some out-takes• Brands failing to truly involve consumers and in fact, integrate consistent messaging across channels• Brands need to be smarter with how they convey their messages in a clear, concise manner, using the right channels• Brands are failing to integrate traditional PR with social and ensure messaging is ‘joined up’ on and offline• Involving consumers creates long term engagement
  • 17. Consumer confusion orcommunication clarity?

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