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 communication strategy based on a social marketing model was developed to guide the program's media campaign. Using this approach, the campaign focused on consumer wants and needs to help increase the prospects of influencing consumer behavior.The work discussed herein describes how consumer research was used to select and profile a target audience for the national 5 A Day media campaign. It shows how formative consumer research data from multiple sources were integrated to make practical strategic campaign decisions based on the target consumer's perspective.