buzzback global healthy snacking webinar - additional markets sept 2013

Weighing in on ‘Healthy’: New Attitudes on Healthy Snacking Join in the conversation online: @BuzzBack #BBWebinar

Where…

Brazil

Russia

Germany

2400 interviews

We will help you understand….

Imagery and

Associations Emotions

Products and

Categories Brands

Important

Attributes

Visual

Associations Words and

products

Projective

Techniques

Attribute

Importance

What is ‘Healthy?’

Uncovering emotional and non-verbal insights

• Only 5-20% of decision making conscious

- Zaltman, 1995 et al

• Use of imagery helps improve verbal dissonance - patients forgot 80% of verbal communication - graphical cues improve recall

• ± 80% of human communication non-verbal - Weiser, 1998

eCollage™

http://www.buzzback.com/tools/#ecollage

eCollage – Image Frequencies (all countries)

7 Larger image = higher selection

= Top images across all markets (~15-35%)

eCollage – Stand Out Images by Market

8 Images with significantly higher selections than in 4 or 5 other countries

Important dimensions of healthy

Prescription for Healthy

Relationships and Happiness

Nature

Prescription for Healthy

There were lots of fruit and vegetables which

are required for a balanced, healthy diet. I chose the scales with a piece of fruit on each end to reflect this thought. Somebody washing their hands to show that good hygiene is

important for good health; also people exercising. UK, Female, Age 54

Prescription for Healthy - Examples

“I chose images of colorful fruits and veggies which are known to contain wonderful vitamins and antioxidants. I chose the triangle of food groups because eating this way keeps our bodies healthy. I chose the yoga photos because yoga is an

excellent way to become fit mentally and physically. I chose the people exercising because it is a good

way to keep your body healthy but it also is excellent for your mind. Watching your weight is good for long life. Lean chicken is a healthy meat. The woman who is floating feels wonderful because she is healthy.” Male, Age 30

“There were lots of fruit and vegetables which are

required for a balanced, healthy diet. I chose the scales with a piece of fruit on each end to reflect this thought. Somebody washing their hands to show that good hygiene is important for good health; also

people exercising.” Female, Age 54

Relationships and Happiness

“Healthy isn't all about going for a jog or eating lots of vegetables its mainly a

mental thing!! A healthy mind is created via strong relationships, a balance of work/play life etc.” UK, Male, Age 18

Relationships and Happiness - Examples

“Healthiness is not only about having good physical health. Even more important is having a positive

outlook and good familial relations, and having

friends.” Male, Age 36

“Healthy lifestyle starts with family. Healthy lifestyle depends on healthy family and healthy children

which leads to happiness. Healthy lifestyle starts with fresh air, clean water and healthy earth.” Male, Age 19

“All natural, clean, and fresh all represent healthy” US, Female, Age 34 “Clean environment, staying calm, eating healthy foods and the presence of God” Brazil , Male, Age 27

Nature

“For me, healthy starts with intact environment and

nature. When nature is "natural" and unpolluted (clear pure water, healthy natural food), men will live

a healthier life too. We will not have so many civilisation diseases.” Male, Age 56

Nature - Examples

I chose these pictures because they make me think of happiness, nature, good diet, caring for body and soul and all that can be good to a person

emotionally, physically and spiritually.” Male, Age 27

Top word associations

Well-being Balanced/balance Active/Exercise

Fit Fit

Strong

Sport Sport

Good looking

Cheerful

Love Peace

Fresh Vital

Nutrition Natural

Nutrition Natural Energetic

Energetic

Natural Green

Wholesome

Organic

Vibrant

= common word associations = strong word associations

Top word NOT associated

Junk food

Fat/obese

Lazy Sick/ill

Unhealthy Fat/obese

Unhealthy Weak

Fat/obese

Sedentary Sadness Drugs

Bad eating Stress Pollution

Fast food Fat/obese

Unhealthy Unhappy/depressed

Stress

Alcohol

Smoking

Sluggish

Unhealthy

= common word associations = strong word associations

Fat/obese

Pollution

Unhappy/sad

Feeling morbid

Actions and Ability

Ability to maintain a healthy lifestyle

~15% ~15% ~10%

~5% ~5%

Representation of ability to maintain a healthy lifestyle

Positive relationships reflected in one’s health

Energetic & active healthy lifestyle (i.e. running, dancing)

A happy family life

“Having a healthy lifestyle means you need to get along with others and have good relationship with friends and relatives.” Male,

Age 44, US

Tranquillity, rest, stress reduction

“It’s full of life, active and jumping. That’s how I see myself.” Female, Age 48,

“Physical and mental health through family activities.” Female, Age 41, China

“Resting is important especially after exercise.” Female, Age 55, Brazil

Fresh Fruits &

Veggies

Organic

Products Vitamins

Exercise

Equipment

= Top Association = Secondary Association

Meat Milk

buzzback global healthy snacking webinar - additional markets sept 2013

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