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.
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
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
By sponsoring Expedition Wellness, you’ll get the benefit of an extensive, customized ethnographic study at a fraction of the cost.
EXPEDITION WELLNESS | 2
Categories which are currently available include:
• Health plan
• Medical equipment
• Consumer packaged goods – food
• Consumer packaged goods – beverage
• Outdoor gear/equipment
• Exercise/fitness equipment
• Exercise/fitness service provider
• Alternative health providers
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
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
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
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
• Approximately 64 interviews total
• 8 interviews in 8 markets
• alf will be by Boomer participants, or individuals born between 1946
• Half will be Millennials, born between 1984-2002
• Slight female skew
• -hour in person interview, carried out in a wellness setting (e.g.,
• All interviews will be videotaped
Facets of wellness explored:
• Physical Health – Exercise
• Physical Health – Nutrition
Initial market recommendations include:
West — Seattle • San Diego
Midwest — Kansas City • Chicago
South — Raleigh Durham • Houston • Orlando
Northeast — Boston • Philadelphia
EXPEDITION WELLNESS | 5
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:
Start fielding study
Finish study; compile results
For more information, email firstname.lastname@example.org or
go to expeditionwellness.wordpress.com.
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
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
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 :: email@example.com