III. THE TARGET AUDIENCE
A. Who is your target exercise (will ask group to answer questions about their target audience)
B. What we found out about women ages 25- 55- General information about health-related decisions
- Desired Benefits
- Differentiating Behaviors
- Biggest Barriers
C. Need to know and understand your customers
IV. THE BIG QUESTION & THE REAL ANSWERS
A. Question: How can a health initiative drive exercise behavior change when a sedentary lifestyle is
embedded in our culture?
B. Discussion: What do you think we can do to answer this question?
C. Key Insights from experts in behavior change- Individuals want to be empowered
- Exercise motivation is strongly linked to self-esteem
- The decision to exercise is emotional
- Exercise improves quality of life
- We need to rebrand exercise as a gift
- We need to move exercise up the priorities list
- Exercise needs to become part of the self-identity
D. Target Consumer Survey - Improved quality of life in the form of stress relief and feeling happier are two of the
top 4 motivators of exercise - Lack of time and other priorities are two of the top three barriers to exercise in our
target - Among those who currently exercise, being healthier is the primary motivator to
remain physically active - Our target reports that their friends are their primary source of health information
- Our target most commonly associates “exercise” with being healthy but hard
E. Consumer Database Findings - 76% of our target says they are “always looking for a way to lead a healthier life”
- Our target is more likely to be in contact with their doctor than the general
population, including their GP, Dentist, and GYN - They are 50% more likely than the general population to give healthcare advice to
their friends and family - The more our target exercises, the more empowered they feel to be advocates of
healthcare and an active lifestyle
F. Key Insights - Our target is increasingly stressed, a trend that is leaving them more frustrated and
less happy