h&w decisions: harder than deciding who to marry
TRANSCRIPT
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Why health & wellness decisions are HARDER than
deciding who to marry
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Of the 35,000 decisions the average adult makes
each day, the ones focused on health & wellness are
harder.
And harder STILL are the decisions Moms make every day that impact
their children’s health & wellness
Doesn’t deciding whether to go out on a blind date with your old college roommate’s step cousin sound simpler?
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was highly projective to allow us to expose the deep primordial motivations driving Moms’ Health & Wellness purchase process.
Our Moms:
Our Research Design
Used a personal
shopper…in Sweden
Shopped for new H&W categories
Ceremoniously laid to rest H&W trends they are sick and
tired of
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Our Research – Quant Validated
- 420 moms with children ranging from birth to 5
- HHI of $30K or more- Nationally representative sample
- Mix of marital statuses- Mix of Moms with single and multiple children
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What we exposed
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What makes them as complex and important as finding Mr./Ms. Right?
How are health & wellness purchasing decisions fundamentally different than non-health & wellness
purchasing decisions?
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To what extent do mom’s vulnerabilities impact her brand choices and what role does social media play in that?
An why isn’t there a match.com or eHarmony to help her find the right health & wellness brand?
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What role can brands play in helping to make health & wellness decisions easier while creating a special kind of loyalty with mom?
Hint: brand hubris can lead to a break up!
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Intrigued yet?
Brought to you by:
Courtney Miller & Inbal Pawlowski of
Find out how to turn your health & wellness brand into Mr./Ms. Right that
Moms would choose to marry and foster a deep rooted loyalty toward!