Expedition Wellness 2010

A Journey Into America’s Health

Expedition Wellness will deeply explore the health habits of two distinct

populations – Baby Boomers and Millennials (Gen Y). We’ll be travelling

across the country to understand how these two generations embrace self-

care, define “good health,” and select products/services to help sustain

their well-being. Through a documentary-style study, we will be able to

compare and contrast these groups’ vastly different health concerns,

acceptance of brands, and habits for consuming information.

EXPEDITION WELLNESS | 2

Overview

How Do You Benefit?With an honest, pervasive view of consumers’ lifestyles, companies can reach the right customer with the right product or service for a

memorable and meaningful experience. By engaging in powerful conversations with passionate people, you can turn customers into

advocates – for life.

Why Now?There are disparate yet interconnected trends in today’s marketplace which will collectively impact consumer perceptions towards well-

being and health products/services.

• Commoditizationmakesisharderforproductsandservicestostandoutinthecrowd.

• Anewbrandlandscapehasemergedinwhichpersonalization,portabilityandauthenticityareparamountinconsumers’minds.

• Socialnetworkingisatrendthat’sheretostay,andanew,powerfulword-of-mouthnetworkhasthepotentialtoinfluencepurchase

decisions and product adoption.

• Do-It-Yourselfhealthcarewillescalateasindividualslookforwaystomanagetheirownwellness.

What is Expedition Wellness?Expedition Wellness is a syndicated ethnographic study in which we will generate consumer documentary vignettes. We’ll be travelling

to eight markets, conducting in-depth interviews of Baby Boomers and Millennials in a health and wellness setting. Our researchers will

be using unobtrusive hand-held cameras that allow us to capture a real portrait of participants’ lives without the distractions of a video

crew.

BysponsoringExpeditionWellness,you’llget thebenefitofanextensive,customizedethnographicstudyatafractionof thecost.


Categorieswhicharecurrentlyavailableinclude:

• Healthplan

• Pharmaceutical

• Medicalequipment

• Consumerpackagedgoods–food

• Consumerpackagedgoods–beverage

• Hospitality

• Spa

• Nutraceuticals

• Outdoorgear/equipment

• Exercise/fitnessequipment

• Exercise/fitnessserviceprovider

• Alternativehealthproviders

• Government

• Media/magazines

WhyGenY?WhyBabyBoomers?Millennials, rather than making independent decisions based on core values,

live in a culture encouraging them to embrace community values, and to

reach consensus. Their familiarity with and use of communications, media,

and digital technologies enables this sense of community. GenY values

work-life balance, with a desire to spend their time in meaningful and useful

ways.

Baby boomers are the largest generational segment. Not only does this

market segment have tremendous spending power, but these individuals

are redefining every decade of life and as they grow older, bringing new

meaning to the notion of “aging gracefully.” This group desires vitality and

values emotional health as symbol of success.

By interviewing these two market segments with different attitudes and

approaches to life and wellness, we will uncover nuggets of wisdom from

which both generations can learn and benefit, in addition to the manufacturers

and service providers catering to these individuals.

Today, consumers are redefining status by health and wellness measurements instead of monetary wealth.

In fact, 91% of Americans would prefer to be viewed as someone who is healthy rather than wealthy.

(Source: Business Wire, 1/28/08).

EXPEDITION WELLNESS | 4EXPEDITION WELLNESS | 4

Why Ethnography?Ethnography is an exciting and informative alternative to focus groups

whereby we will study the behavior, attitudes and culture of participants.

Withoutthefilteroffourwallsandinfluenceofotherpersonalities,wecanget

a true read on participants’ lifestyles, a genuine understanding of how they

makepurchasedecisions,andanaccuratereadonfactorswhichinfluence

theirwellness.Thestudywillyield:

• Edited,organizedandeasilydigesteddocumentaryfootage

•Noneedtosiftthroughlayersofdata

• Multidimensionalinsightthatotherformsofresearchcan’toffer

• Amorein-depthandhonestlookatconsumers

•Rawinsightintoemotionsandfeelings

Why Hinson Neely?With Blue chip background, including GlaxoSmithKline, American Home

Products,PhilipsOralHealthcareandStarbucks,theteamatHinsonNeely

LLCknowshowtotransformresearchdataintousablebusinessandproduct

strategies. We don’t just hand you a report and walk away; instead, we provide

recommendationsonhowtobestcapitalizeontheinformationweuncover.

WaysYouCanDirectlyBenefitBy chronicling the cultural trends and lifestyles that influence consumer

decisions about their health and wellness—habits, annoyances, desires,

unfulfilledneeds—ExpeditionWellnesscanhelpcompanies:

• Understandhowdifferentgenerationsconsumeinformation

•Createaneworimproveanexistingbrandimage

•Delivermarketingcampaignsthatgenerateareturnfordollarsspent

• Designmoresatisfyingofferings

•Validateanewproductconcept

•Refreshestablishedproducts

• Discoverandbreakintonewmarketsegments

• Validateyourideastoprospectiveclients/customers

Withacategoryexclusive$25,000sponsorshipofExpeditionWellness,youget:

• Industry exclusivity with an agreement to sponsor

• 8proprietaryareasoffocusforinclusioninthestudyguide

• Acomprehensive,tailoredreport

• Anin-personpresentationofthestudy’sresults

Markets

Initial market recommendations include:

West — Seattle • San Diego

Midwest — Kansas City • Chicago

South — Raleigh Durham • Houston • Orlando

Northeast — Boston • Philadelphia


StudySpecificsBy sponsoring Expedition Wellness, you will gain access to proprietary data

without bearing the expense a fully sponsored ethnographic study, which

can cost as much as $300,000.

To collect market intelligence, Hinson Neely will execute the following

methodology:

• Approximately64interviewstotal

• 8interviewsin8markets

• HalfwillbebyBoomerparticipants,orindividualsbornbetween1946

and1964

• HalfwillbeMillennials,bornbetween1984-2002

• Slightfemaleskew

• 3-hour in person interview, carried out in a wellness setting (e.g.,

exercising, cooking)

• Allinterviewswillbevideotaped

Facetsofwellnessexplored:

• PhysicalHealth–Exercise

• PhysicalHealth–Nutrition

• Intellectual

• Emotional

• Social

• Spiritual

• Occupational

StudySpecifics(con’d)


We are currently accepting sponsorship submissions! Don’t miss the

opportunity to sign up now, before your category is sold out. The study

timelinelaysoutasfollows:

Q1 2010: Obtain sponsors

Footnotes:Hills,Sarah,BabyBoomerseattheirwaytohealthandbeauty,”http://www.foodnavigator-usa.com/Financial-Industry/Baby-boomers-eat-their-way-to-health-and-beauty(June12,2008)McCrindle,Mark,“UnderstandingGenerationY,”http://www.learningtolearn.sa.edu.au/Colleagues/files/links/UnderstandingGenY.pdfTrunk,Penelope,“WhatGenYReallyWants,”http://www.time.com/time/magazine/article/0,9171,1640395,00.html(July5,2007)

About Hinson NeelyHinson Neely provides market knowledge and growth strategies to help companies discover untapped revenue opportunities. With

BlueChipbackground,theyofferclearandpracticaldirectiontoenergizebusinessesandbrands.Thecompanyprovidesmarketing

research and marketing strategy services.

For more information, email [email protected] or go to expeditionwellness.wordpress.com.

Q2 2010:Startfieldingstudy

Q3 2010:Finish study; compile results

MelindaNeely,President,HinsonNeely1612WJeffersonStreet: :Boise,ID83702

208.331.2609: : [email protected]

www.hinsonneely.com

Melinda Neely, President,HinsonNeelyLLC

FounderofHighDive,MelindabeganhermarketingcareerintheNortheast,managingmulti-millionconsumerbrandssuchasDimetappCold&

FluMedicine,Welch’sGrapeJuiceandPolaroidInstantFilm.ShemovedtoSeattletoworkforStarbucks,andthenservedontheexecutiveteams

of two technology companies, one of which she helped take public. Melinda has published articles in a variety of periodicals and newspapers

and has spoken to numerous audiences. She also served as an adjunct professor at Seattle University, teaching Marketing and Business

Communications.

MelindareceivedaBachelorofScienceinPublicHealthfromtheUniversityofNorthCarolinaatChapelHill,majoringinNutritionandChemistry.

SheholdsanMBAfromtheCollegeofWilliamandMaryinVirginia.SheistheauthorofFinding Life’s Secret Sauce: Fitting Good Food, Fitness

and Fun into Your Crazy, Busy Schedule.

Kim Donovan, ResearchConsultanttoHighDive

Kimhasbeeninthemarketingresearchindustryforovertwentyyears.KimmanagedresearchprojectsforPepsi,Frito-Lay,Keebler,Kimberly-Clark,

HanesandMillerBrewing.Shehasmoderatedover100focusgroups.ShealsoheldthepositionofDirectorofStrategicPlanningandResearch

forBozellAdvertisinginChicago.KimattendedtheUniversityofIllinois,whereshemajoredinHistory.

Kathleen Malaspina, StrategicMarketingConsultant

KathleenMalaspina,PrincipalofMalaspinaMarketing,LLCfoundedthefirmin2007afterspendingover20yearsinthemarketing&salestrenches

onfourcontinents.Prior tostartingherfirm,KathleenwasMarketingDirectorforPhilipsOralHealthcare, themakersof thehighlysuccessful

Sonicaretoothbrush.Kathleenhasalsoheldseveralkeymarketingleadership&businessdevelopmentroleswithPhilipsinAmsterdam,Motorola

inSingapore,AustraliaandChicago,andSanyointheUS.

KathleenholdsanMBAfromIESEBusinessSchoolinBarcelona,SpainandaBAfromtheUniversityofPittsburgh.

Keystakeholders

Documents

Expedition Wellness 2010