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

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...