MarketGenics is an expert advisory and research firm to uncover deep consumer and stakeholder insights. As a reliable partner to businesses, organizations, and agencies, we help create data-driven plans that have practical applications, through various qualitative and quantitative research methods. Recently, we were hired by a respectable media and advertising firm to do a qualitative study for a health-nutrition company looking to improve its design and communication strategy. The objective was to drive the brand's creative direction using real insights from health-conscious consumers and medical professionals. At the end, this research study helped in laying the foundation for language, tone, visual identity, and packaging signals that communicate wellbeing, trust, and scientific credibility in a market that is becoming more and more crowded.
Objective of the study
The significant goal was to gain an in-depth concept of how individuals perceive and associate with the concepts of health, nutrition, and preventative care. The knowledge gathered was aimed at:
- Get to know the way consumers and medical professionals talk about health and nutrition.
- Be aware of the visual and verbal cues that lead towards a trusting position and convey scientific authority.
- Understand the behavior and nutrition brand expectations of consumers.
- Determine the emotional and functional reward that drives product decisions.
- Develop authenticity-based brand tone, packaging and visual approach regulations.
Research Methodology
The study was carried out in the form of Focus Group Discussions (FGDs) with two large groups of audiences:
- Health Practitioners: In particular, gastroenterologists.
- Consumers: Individuals with minimum, overall fatigue, low-immunity and even weariness but did not have it on a chronic basis. They are a population which is actively pursuing preventive health.
Visual and verbal cues were presented to the participants to determine the emotional reactions, preferences of words, and indicators of trust. Other areas of discussion included connection to contemporary wellness businesses and packaging features that send credibility.
Key deliverables and insights
The research provided valuable information on the brand of health-nutrition strategic creativity. It established the context of a health-nutrition brand to create a visual and linguistic identity that conveys authenticity, trust, and scientific authority. Having formed the creative process on the real human insights, both at the one end of the spectrum (as prescribers) and at the other end (as users), the brand was now in the position to develop visuals that are not only purely beautiful to the eyes but also very believable.