BRINGING 5-A-DAY CONSUMERS INTO FOCUS - QUALITATIVE USE OF CONSUMER RESEARCH TO GUIDE STRATEGIC DECISION-MAKING

As part of the national 5 A Day for Better Health program, a communica tion strategy based on a social marketing model was developed to guide the program's media campaign. Using this approach, the campaign focus ed on consumer wants and needs to help increase the prospects of influ encing consumer behavior. The work discussed herein describes how cons umer research was used to select and profile a target audience for the national 5 A Day media campaign. It shows how formative consumer rese arch data from multiple sources were integrated to make practical stra tegic campaign decisions based on the target consumer's perspective.