There are many reasons people try to eat healthy. Some people try because they have to, for instance if they have a health issue. Others do so because they “want to” (e.g., they want to feel better in a swimsuit.) Each of these can pose an opportunity for a brand or product to fill that need, if the brand can learn some new habits, too.
Ipsos worked with a client who makes healthy food options to understand when and why someone would choose their brand of products. First, we employed a behavioral science technique called the Job to be Done framework. Think of something a consumer struggles with, like eating healthy, as a “job.” This framework is used to understand why a customer “hires” a product to help with that job.
Using the framework, we categorized the two types of hire – a “big hire” is the moment when people first learn about a product or use something like it. It’s the kind of moment when people are especially open to trying new products. For example, a consumer might have been diagnosed with a health issue that requires a change in lifestyle.
Likewise, there are also smaller moments where products that are “better for you” can serve a specific role. Therefore, a “little hire” is a moment when someone is already familiar with the product category and then realizes it will help them accomplish their need immediately. These “little hires” could occur when someone is thinking about healthy foods as a way to build on momentum from working out into another aspect of healthy living.
So how does a brand take advantage of understanding when these moments of change are likely to occur, and how do they plan their advertising accordingly? To answer this, we used the Ipsos Habits Framework. We wanted to understand the goals the consumers were trying to achieve and the disruptive moments when they will consider making “hires” to fulfil those goals.
We found that there were certain times of year when people consider their weight and health more explicitly, such as around the start of the year when people are making resolutions or near spring break and summer when people are thinking about “bathing suit weather.” We also explored other moments like fresh starts, psychological changes and locational triggers.
Our client used these recommendations to develop both their advertising and communications planning strategies to reach customers at the moment when they were looking for assistance with both big and small changes to help them eat healthier.