buzzback healthy skin webinar july 2013
DESCRIPTION
Learn how consumers in the US, UK, China, Russia, Brazil and Germany define and express Healthy – verbally, visually and emotionally. (Learn about more solutions we can solve for you - http://www.buzzback.com/solutions/) In this 20 minute webinar, BuzzBack’s latest global study on Healthy uncovers emotions and subconscious feelings associated with Healthy Skin. You'll learn how consumers: - Express what healthy means to them visually and emotionally - Define healthy skin and how they choose healthy products - Describe and talk about their own skin and healthy aspirations - Achieve healthy skin – the motivations, their process and their goals - Assess skincare brands when it comes to being healthy BuzzBack’s new global Healthy study includes a range of general behavior and attitudinal findings, along with visual and emotional insights delivered via our unique and award-winning projective and enabling techniques such as eCollage, Blobs, and Thought Bubble. The study was fielded with consumers in the US, UK, China, Russia, Brazil and Germany.TRANSCRIPT
©2013 BuzzBack
Not Just Skin-deep: Consumer Insights on Healthy Skin
Join in the conversation online:
@BuzzBack
#BBWebinar
Why Healthy?
2
Where…
US
Brazil
UK
China
Russia
Germany
3
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
HOW
4
What is ‘Healthy’
5
6
Health vs. Wellness Compared
Health Wellness
VS.
[Health is] a physical body being free from
diseases and wellness [is an] overall balance of
your physical, social, spiritual, emotional,
intellectual, environmental, and occupational
well-being.”
US, Female, Age 37
Uncovering emotional and non-verbal insights
7
• 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
Extensive and varied image library
9
eCollage – Image frequencies
10 Larger image = higher selection
= Higher image selection than both other countries
Important dimensions of healthy
Prescription for Healthy
Relationships and Happiness
Nature
11
Important dimensions of healthy
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
12
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. It
will ward off dementia and Alzheimer's. 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
13
Important dimensions of healthy
14
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
14
“Healthy is about the physical body and the senses
and connected to our circumstances and being
happy. Happiness is found in the gift of new life, in
being carefree, and eventually having wisdom from
life's experience. It's about enjoyment- taking joy
in the good things of life and appreciating them. So
we cuddle the babe, we jump for joy, we smile in our
happiness. We are healthy when we have enough to
eat and are satisfied. We are happy when we meet up
with friends and family who cherish us . Happiness
is found in peaceful solitude and beauty, When we can
appreciate our blessing, we are in a healthy lifestyle.”
Female, Age 67
“To live healthy means to be happy, eat well, have
love, a family, friends, have a religion, believe in
a God, care for your body, travel, have access to
doctors and hospitals whenever necessary, be
calm, meditate and have positivity in life!”
Female, Age 61
Relationships and Happiness - Examples
15
Important dimensions of healthy
“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
16
17
Nature - Examples
“I chose the things which make me feel
healthy such as water, air and open
spaces, coastal areas and sun, also the
fruit and vegetables make me feel good
growing and eating them.”
Male, Age 29
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
18
Top word associations
Fit
Well
Health
Well-being
Happy
Good
Happiness Diet
Balanced/ balance
Strong
Active
Wholesome
Clean
Vibrant
Energetic Wellness
Nutrition
Natural
Organic Exercise
Peace Love
19
Top words NOT associated
Sedentary
Sick/ ill
Unhealthy
Fat/ obese
Sadness
Lazy
Weak
Unhappy Junk
Stress
Drugs Bad eating Pollution
Word associations for different age groups
20 Larger font = higher mentions
Word associations for different age groups
21 Larger font = higher mentions
Actions and
Ability
22
23
Actions taken to be healthy
DIET EXERCISE RELATIONSHIPS
24
Ability to maintain a healthy lifestyle
~15% ~20% ~10%
~5% ~5%
~5%
~5%
~5%
25
Representation of ability to maintain a healthy lifestyle
“It’s full of life, active and
jumping. That’s how I see
myself.” Female, Age 48, UK
“He/she looks energetic, happy
vibrant. There is a burst of
energy there. They aren't
waiting to be entertained – can
entertain itself.” Female, Age
54, US
“Having a healthy lifestyle means
you need to get along with
others and have good
relationship with friends and
relatives.” Male, Age 44, US
“Supporting and caring for each
other indicates a balance in
life/work.” Female, Age 51, UK
“I have an accountability friend
that helps me to maintain my
health goals.” Female, Age
61, US
“The love of your family around
you also helps you to maintain
a healthy lifestyle.” Female,
Age 55, UK
Energetic & active
healthy lifestyle
(i.e. running, dancing).
Importance of keeping
positive relationships
reflected in one’s health.
Outside support from
family, friends, spouses,
etc. for maintaining
healthy lifestyle.
26
Top product associations with healthy
Fresh Fruits &
Veggies Organic
Products Vitamins
Exercise
Equipment Water
= Top Association
= Secondary Association
27
Top healthy associations per category
Food Beverages Personal Care Destination/
Location
= Top Association
= Secondary Association
28
Top differences in associations per country
PERSONAL CARE DESTINATION/
LOCATION
Brazil
Rio de Janeiro
São Paulo
Hawaii
Colorado
California
Scotland
France
Hawaii
29
Get a Feel For This
A look into healthy skin.
30
Describing healthy skin
Acne/ blemish free (~20%)
Moisturized (~15%)
Smooth (~15%)
Glowing (~15%)
Clean (~10%)
Problem free (~10%)
Soft (~10%)
Oil free (~10%)
Clear (~10%)
Wrinkle free (~10%)
Spot free (~25%)
Acne/blemish free (~20%)
Glowing (~15%)
Smooth (~15%)
Moisturized (~10%)
Clean (~10%)
Problem free (~10%)
Clear (~10%)
Soft (~10%)
Spot free (~25%)
Clean (~25%)
Moisturized (~20%)
Acne/ blemish free (~15%)
Soft (~15%)
Protected from sun (~10%)
Smooth (~10%)
Wrinkle free (~10%)
Blue = Top 3 mentions per country Red = Unique mentions
31
Top words used to describe own skin
Dry
Soft
Dry
Smooth // Soft
Combination // Normal
Moisturized
Wrinkle free // Protected
Oily
Age spots // Acne
Spotty // Age spots
Clear
Oily // Sensitive
Smooth // Soft
Clean
Spot free
Blue = Top tier
Green = Second tier
Orange = Third tier
32
Actions for healthy skin
Diet Product Usage Cleansing
33
Product attribute importance
Top 6 Attributes Per Country*
Moisturizes my skin (79%)
Protects my skin (76%)
Prevents skin problems (68%)
Prevents moisture loss (67%)
Repairs my skin (67%)
Makes my skin look
smoother (67%)
* Based on Top 2 Box Attribute Agreement
Moisturizes my skin (77%)
Protects my skin (73%)
Is clinically tested or
proven (71%)
Prevents skin problems (70%)
Is non-allergenic (69%)
Is recommended by my
doctor/ dermatologist (68%)
Moisturizes my skin (67%)
Protects my skin (67%)
Prevents skin problems (61%)
Is non-allergenic (60%)
Prevents moisture loss (57%)
Is clinically tested or
proven (55%)
Blue = Noteworthy differences
34
Top healthy skin products
Moisturizer/
Body lotion Sunscreen
Soap Face wash/
Cleanser Water
= Top Association
= Secondary Association
35
Brand associations for keeping healthy skin
36
What healthy encompasses
Prescriptive behavior
Supportive relationships
Reducing stress
Rest/ relaxation
Mental balance
Healthy
37
Healthy skin is multi-dimensional
Product Usage
Protection
Cleansing
Diet
Our partners
38
39
Thank You!
Interested in learning more?
Request our Healthy Skin Infographic or White Paper.
Email [email protected] and request a reminder.
Healthy
Value
Natural
Luxury
Quality
Indulgence
Request a Whitepaper