A Case Study: Making Healthy Marketing Research & Food Decisions

Transcription

1 A Case Study: Making Healthy Marketing Research & Food Decisions The Quirk s Event FEBRUARY 23-24, 2014 Brooklyn, NY

2 Our Case Study About: Evaluating a visionary program developed by American Heart Association (AHA) with a far reaching social goal: Empower Americans to cook at home: help change the way we eat as one means of positively impacting Americans cardiovascular health Why: Prove effectiveness to retain grant funding How: Multi-year, multi-mode evaluations of specific initiatives 2

3 Today s Speakers Jeffrey C. Adler, PRC Managing Director Primary Market Research Practice Lead Centrac - A Division of Veris Consulting (Thinks the turkey chili recipe on SCwH tastes great.) Karen Robb Manager, Customer & Marketing Research American Heart Association (Didn t know how to cut a bell pepper before SCwH!) Maureen K. Austen Senior Manager Centrac A Division of Veris Consulting (Finds lots of vegetarian recipes on SCwH.) 3

4 Your Key Takeaways For White Paper Visit: Booth #314 Consider ways you can apply what we ve learned Embrace a long term relationship Embrace establishing a hypothesis Embrace multi-mode 4

5 About SCWH Since 2011 Goals Increase # at-home meals Increase healthy consumption Fruit, veg, fish, whole grain Grow confidence Raise awareness Key Elements Nutrition knowledge Basic culinary skills Shopping know-how Target Lower income SES Women with children at home Content via Public cooking demos In-home cooking parties Drive to SCWH website Video recipes Information, Tips & Links 5

6 Research Objectives Evolution Year 1 Assess initial reaction & impact of Live Events & Content Cooking demos In-home parties Website Year 2 Assess SCWH Website s longer term impact SCWH Website impact over 30 days Incorporate social cognition measures Year 3 Isolate & measure discrete impact of Public Demo participation Measure % who increased e.g. vegetable consumption by > 25% over 4 week period as a result of demo exposure Year 4 Evaluate longer term impact: 6 months Measure impact of incremental contact hours Evaluate quality ~ specific content modes 6

7 Unique Set of Challenges Timing: SCwH already live ; precludes pre-post opportunities Holiday impact on early January baseline measures Matching metrics to desired talking points Controlled test environment vs. natural participation How to measure changed consumption Concurrent multi-mode approaches Matching recruit and/or random selection Recruiting lower socio-economic-status target Show rate; and retention for longitudinal evaluation Limited resources for study compliance 7

8 We Designed the Research Demo impact/ take away Initial Website reaction/impact Longer term Website impact Demo impact vs. Website alone Onsite paper/pencil surveys: Self-administered at actual AHA Affiliate cooking demos Online pre-post surveys: Test vs. control cells Phase II: test cell evaluates additional content Controlled longitudinal multi-mode/phase study: Online quant: 4+ weeks; 3 surveys; pushing out SCWH content Online qual: Sub-set pulled into BBFG for ongoing engagement Controlled 5-market longitudinal multi-mode/phase study: Test cell: onsite baseline (Self Administered) and online post surveys; ed content; subset pulled into focus groups Control cell: online surveys, ed content 8

9 We Overcame Challenges Live Events In-market Studies Recruit Longitudinal Retention Measures & Methodologies Coordinate with local AHA Affiliates Lead market Common field coordinator Use low-income mall CLT databases Back-ended incentives Over-recruit Use field service offices computers Pre-test calculations for alignment with objectives Identical recruit for matched test-control cells Concurrent qualitative for context 9

10 We Learned About Healthy Cooking Motivators Health, special diets Love of family; setting good example Creativity & economics Barriers Lack of skills/knowledge, confidence, enjoyment Perceptions re: affordability Life getting in the way Website Content Cooking Demo Relevant, with broad appeal Information, recipes, skills integral to success Positively impacts attitudes & beliefs; intentions & behavior Enjoyable, informative, motivating Drives consumers to visit / use SCwH website Changes behavior above/beyond website alone 10

11 We Used Insights Validate positive impact Significant differences vs. control cells Secure continued funding Lengthier grant periods Refine SCWH target And also identify additional at-risk targets Identify new outreach opportunities Demonstrated value of community events Added relevant content Address economic, environmental challenges 11

12 Your Key Takeaways For White Paper Visit: Booth #314 Embrace a long term relationship Continuous build of internalized knowledge re: challenges Saves time & money: minimize startup costs Embrace establishing a hypothesis Match metrics to desired outcome results Test likely stat analysis for ability to fill talking point blanks Embrace multi-mode Match modality to info needs, executional challenges Apply what we ve learned to your situation Single brand, multiple interrelated/dependent elements Seeking to measure attitude and/or behavioral change 12

13 General Considerations Develop a longitudinal research vision Multi-project approach Individual objectives & design Apply learning to next phase Establish strategic goals Design relevant measure to prove impact & value 13

14 You Can Stay in Touch Jeffrey C. Adler, PRC Managing Director Primary Market Research Practice Lead LinkedIn: Twitter: Centrac - A Division of Veris Consulting JAdler@verisconsulting.com Phone: Karen Robb Manager Customer and Marketing Research American Heart Association LinkedIn: Twitter: Karen.Robb@heart.org Maureen K. Austen LinkedIn: Senior Manager MAusten@verisconsulting.com Centrac - A Division of Veris Consulting Phone: