If You Build It, Will They Come? Leveraging Consumer Behaviors and Attitudes to Market Food Products that Aid in Sustaining Long-Term Weight Management
Session Track: Weight Management
Date: Wednesday, March 23, 2011, 12:45 p.m. -1:45 p.m.
What is the ideal diet? Does it even matter? To achieve compliance, it is clear that we need to better understand consumers and their motivations. This session will examine the role that behavior and attitude play in weight management, and how these factors link to the diet and health choices that consumers will ultimately make. The presenters will discuss the impact of a lifestyle modification program, in addition to a quantitative analysis of snacking and breakfast occasions, supported by quantitative and qualitative shopper insights. You will take away a better understanding of the attitudes that motivate consumers' food choices.
Gary Foster, Ph.D., Director, Center for Obesity Research and Education and Professor, Medicine and Public Health, Temple University School of Medicine
Dr. Gary D. Foster is professor of Medicine and Public Health and the director of the Center for Obesity Research and Education at Temple University. His research interests include the prevention and treatment of obesity, which include treatment approaches such as behavior therapy, pharmacotherapy, and surgery. He evaluates obesity prevention strategies in schools and communities, with current studies including the effects of weight loss on sleep apnea, the safety and efficacy of low and high-carbohydrate diets, and the prevention of obesity in school and community settings. He has authored or co-authored more than 125 scientific publications and three books on the etiology and treatment of obesity. Dr. Foster served as president of the Obesity Society in 2008.
Kate Thomson, Research Manager, Sterling-Rice Group
Kate Thomson joined Sterling-Rice Group, a marketing agency in 2003, and has worked with clients across a broad range of industries, including food, travel, technology, and healthcare. She has extensive experience in qualitative and quantitative market research, brand positioning, internal branding, strategic planning, and integrated marketing. She currently manages global research initiatives for the Almond Board of California across multiple target audiences and categories. Ms. Thomson holds degrees in Applied Physiology and Advertising from the University of Colorado.