A Healthy Engagement: Modifications and Methods to Assure the Product Development Process Fully Assimilates and Engages the Target Health-Oriented Consumer
Session Track: Consumer Lifestyles & Demographics
Session Date: Thursday, February 28, 2013; 8:00 - 9:00 a.m.
When it comes to health, consumers generally fit into one of three categories: “Half-hearted Triers”, “Everyday Healthy,” or “Hardcore Healthy.” The “Half-hearted” and “Everyday” categories are traditionally looking for increased benefits on their traditional products, thus the traditional product development process meets their needs. The “Hardcore Healthy” consumer demands that you modify your approach to ensure you stay aligned with the needs of this group. This session will look at the meal replacement category as a case study on how to incorporate learning into the development process for the “Hardcore Healthy” consumer. This includes mobile applications that can engage them at the point of need, and can monitor product use and response. It also includes face-to-face methods that tear down existing solutions and build up new options that align with their views, beliefs, needs, and wants. Through this session, you will leave with a confidence in the ability to deliver products to the “Hardcore Health” consumer.
Ross McClean, Managing Director, Over the Shoulder
Judy Lindsey, General Manager, Product Dynamics, a Division of RQA, Inc.
Bryson Bolton, Senior Sensory Scientist, Product Dynamics, a Division of RQA, Inc.