How can you effectively target health-conscious consumers in market research?

1 Segment by health goals

One way to segment health-conscious consumers is by their health goals, such as weight loss, fitness, wellness, or prevention. Different health goals may influence different purchasing decisions, attitudes, and lifestyles. For example, a weight loss goal may lead to more interest in low-calorie or diet products, while a wellness goal may lead to more interest in organic or natural products. By segmenting by health goals, you can tailor your market research questions and methods to the specific needs and interests of each group.

2 Survey by health behaviors

Another way to survey health-conscious consumers is by their health behaviors, such as dietary patterns, exercise habits, self-care practices, or health information sources. Health behaviors can reveal a lot about the consumer's values, priorities, and challenges. For example, a consumer who follows a vegan diet may value animal welfare, environmental sustainability, and ethical production, while a consumer who exercises regularly may prioritize performance, convenience, and quality. By surveying by health behaviors, you can gain a deeper understanding of the consumer's pain points, expectations, and satisfaction.

3 Analyze by health outcomes

A third way to analyze health-conscious consumers is by their health outcomes, such as physical, mental, emotional, or social well-being. Health outcomes can measure the effectiveness, impact, and value of the products or services that the consumer uses or seeks. For example, a consumer who uses a fitness app may report improved physical fitness, mood, and self-esteem, while a consumer who uses a meditation app may report reduced stress, anxiety, and loneliness. By analyzing by health outcomes, you can evaluate the benefits, drawbacks, and opportunities of your offerings or competitors.

4 Use health-related scales

A useful tool to use in market research with health-conscious consumers is health-related scales, such as the Health Belief Model, the Health Locus of Control, the Health Action Process Approach, or the Health Promotion Model. These scales can help you assess the consumer's beliefs, attitudes, intentions, and actions related to health and health behaviors. For example, the Health Belief Model can help you understand the consumer's perceived susceptibility, severity, benefits, and barriers to adopting a health behavior, such as buying a healthy product or service. By using health-related scales, you can segment, survey, and analyze health-conscious consumers more effectively and accurately.

5 Incorporate qualitative methods

A final tip to target health-conscious consumers in market research is to incorporate qualitative methods, such as interviews, focus groups, observations, or case studies. Qualitative methods can help you explore the consumer's experiences, stories, emotions, and meanings related to health and health behaviors. For example, an interview can help you uncover the consumer's motivations, challenges, and solutions for achieving a health goal, while a focus group can help you generate ideas, feedback, and opinions on a health-related product or service. By incorporating qualitative methods, you can enrich your market research with more depth, diversity, and insight.