What 'Healthy Living' means to Consumers: Trialing a New Qualitative Research Technique

Paul Marsden

A new qualitative research technique of `associative meaning mapping' is used to understand what the term 'Healthy Living' means to consumers.
  

What Healthy-Living Means to Consumers: Trialling a New Qualitative Research Technique

Paul Marsden, University of Sussex

INTRODUCTION: MAKING CONNECTIONS

One of the principal tasks of qualitative market research is to inform marketing initiatives in such a way that they make meaningful connections with target consumers. Unless such initiatives connect with consumers they cannot be compelling or even meaningful. For example, the message hatsumei is utterly meaningless until it is associated; that is, connected in the mind with the notions innovation and Japanese. Hatsumei means quite simply innovation in Japanese....

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