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市場調查報告書
Health + Wellness Deep Dive:養生保健相關的訊息傳達上的最佳業務實踐
Health + Wellness Deep Dive: A Best Practices Report On Ways to Activate Messaging and Communications Within the World Of Wellness
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Health + Wellness Deep Dive:養生保健相關的訊息傳達上的最佳業務實踐 是由出版商Hartman Group, Inc.在2011年10月所出版的。
本報告提供美國消費者的消費行動和養生保健相關產品·服務屬性的重要性·影響力調查分析，消費者對養生保健方面的領導品牌·主要企業的評估，消費者的生活方式的選擇，品牌/商品的選擇上的動機，養生保健相關的訊息傳達上的最佳業務實踐等資料彙整，為您概述為以下內容。
調查對象專題
- 消費者等級:品牌定位
- 領導品牌·企業的以下三點相關認知
- 意願藍圖
- 食品·飲料
- 食品服務·餐廳
- 食品零售業者
- OTC/VMHS·個人保養品
- 消費上的通訊方面
- 產品分類上的養生保健的傳達
- 主要內容執行的最佳業務實踐和最佳等級案例
- 資訊來源·社群媒體
Abstract
Health + Wellness Deep Dive 2011 builds on the rich insights and implications
uncovered in rom our 2010 Reimagining Health + Wellness report and is an
exploration into the key dimensions of consumption in the World of Wellness.
Health + Wellness Deep Dive report provides comprehensive “best practices”
from which to activate health and wellness messaging and communications.
Hartman Group research continues to show that consumer interest in pursuing
healthier lifestyles and a higher quality of wellbeing is on the increase: As
documented here in our 2011 Health and Wellness Deep Dive, consumers
increasingly understand wellness to be a “positive” proposition
rather than a “perfunctory” one. Thus, observed as a powerful on-going trend,
we are witnessing a cultural shift from “health” toward “quality of
life”. We find that consumers are increasingly thinking and talking about
wellness in terms of “quality of life” where non-physical notions of
well-being (mental, emotional, and spiritual) are just as important as
physical well-being. Quality of life accommodates variation in individual
desires, needs, lifestyles and goals and illuminates the role of indulgence
and pleasure as essential components of wellness.
The Hartman Group series of health and wellness syndicated studies is the
longest running consumer-centric study of the U.S. wellness marketplace and
provides current, comprehensive insight into underlying motivations and
behaviors for how and why consumers live, shop and use brands, products and
services in the health and wellness space.
Topic areas include:
- Consumer Ratings: Brand Positioning. One aspect of this report measures
consumer perceptions of select brands and companies in three key areas: Health
and Wellness halo, product quality, and likelihood to purchase. Perceptual
mapping is provided for food and beverage, food service/restaurant, food
retailers, OTC/VMHS and personal care.
- Communicating Dimensions of Consumption
- Communicating Health + Wellness in Product Categories
- Best Practices for Executing on Key Elements with Best-in-Class Examples
- Information Sources and Social Media
Report Statistics
- Release Date: 2011-10-25
- Report Length: General report in PowerPoint format: 181 pages.
Includes standard demographic data tables in Excel format.
- Market Coverage: U.S. market
- Methodology: Integrated qualitative ethnography and quantitative
online survey. Qualitative fielding: Two U.S. markets, Atlanta and Seattle.
Online survey: nationally representative sample of 1,713 U.S. consumers 18-74
years of age.
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