In February of 2009, we sought to better understand how our consumers thought about optimal health and well being, and how they incorporated that into their lives. Furthermore, we wanted to know, ‘how could Philips uncover consumer needs that would lead to new and innovative products and services that would help them achieve their goals?’
With our Sensorium private online community we had access to 400 consumers from 6 different countries (U.K., Germany, France, Italy, Spain and U.S.A.), trendsetters and frontrunners in using the latest electronics and appliances. Since May, 2007, the members of this community helped us recognize and test emerging trends and we decided to engage them in our health and wellbeing strategy.
To best determine how Philips could play a role in the health and wellbeing of consumers, we embarked on a 3 weeks-long dialogue with our members to determine:
- how they define wellbeing
- how they strive to achieve optimal health and well-being.
- the roadblocks that prevent them from achieving their desired level of health and well-being.
Through brainstorming sessions with members, open and lively online discussions and picture galleries, we were able to validate some hypotheses, as well as uncover unknown needs and wants.
Members provided us with a clear description of what ‘wellbeing’ means to consumers: a balance between mental, physical and spiritual health.
A ‘healthy lifestyle’, according to the members, consisted of physical exercise AND maintaining a balanced diet. No surprise there. But the motivation behind maintaining a healthy lifestyle was somewhat more revealing: maintaining a healthy lifestyle would allow members to have a longer life and spend more time with their families.
While members also reported a high-level of wellbeing, they also provided us with the roadblocks that prevented them from reaching many of their goals in terms of health.
- Money (not enough to join a gym)
- Motivation and energy
- Family obligations
Ultimately, members saw a great deal of opportunity for Philips to manufacture products that would help consumers improve their overall health and wellbeing. These products span a variety of areas, including diet, fitness, attitude, and combinations of each. The desired result of each product is to alleviate a particular stress that is put on members as a result of their desire to be healthy: whether they want their workouts to be easier, their diets to be clearer and more straightforward or their overall outlook on life to be more positive and informed.
In this engagement, our members provided valuable information which helped to shape our new Consumer Lifestyle strategy: providing products and services that will help our consumers better obtain their health and wellbeing goals.
Our consumers really want to talk to us, and we are dedicated to listening to what they have to say.