• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    State of the Industry Series (Part 1): FDA Restructuring and FTC Activity

    State of the Industry Part 2: Supplement Access, Safety, and CBD

    State of the Industry Part 3: Communication, Education, and Trust

    State of the Industry Part 4: Advanced/Advancing Technologies and Research

    State of the Industry Part 5: Advocating Best Practices
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Glossary
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    Women in Nutraceuticals Hires Executive Director Rebecca Takemoto

    FDA Issues Interim Response to Nammex’s Mushroom Labeling Petition

    MSM Linked to Improvements in Knee Pain

    Lion’s Mane Extract Linked to Better Cognitive Performance, Subjective Stress

    NutraShure Introduces SA3X as Exclusive US Supplier
    Exclusives
    Top Companies
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Lion’s Mane Extract Linked to Better Cognitive Performance, Subjective Stress

    NutraShure Introduces SA3X as Exclusive US Supplier

    Tocotrienol Supplementation May Aid Liver Function in Diabetes, MASL Patients

    Euromed Receives EcoVadis Platinum Medal for ESG Efforts

    State of the Industry Part 2: Supplement Access, Safety, and CBD
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    FDA Issues Interim Response to Nammex’s Mushroom Labeling Petition

    MSM Linked to Improvements in Knee Pain

    Lion’s Mane Extract Linked to Better Cognitive Performance, Subjective Stress

    NPA Lawsuit Claims New York Age Restriction on Supplements is Unconstitutional

    Kyowa Hakko Publishes First Report on Global Health, Sustainability Impact
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    MSM Linked to Improvements in Knee Pain

    Lion’s Mane Extract Linked to Better Cognitive Performance, Subjective Stress

    NutraShure Introduces SA3X as Exclusive US Supplier

    NPA Lawsuit Claims New York Age Restriction on Supplements is Unconstitutional

    Gencor’s PEA Ingredient Levagen+ May Offer Allergy Relief
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Bioenergy Life Science, Inc. (BLS)

    Kaneka Nutrients

    Sabinsa Corporation

    Botanic Healthcare LLC

    JRS Pharma
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    Bioenergy Life Science, Inc. (BLS)

    Kaneka Nutrients

    Sabinsa Corporation

    Botanic Healthcare LLC

    JRS Pharma
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Top Companies
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Columns

    Grow Your Nutritional Business through Effective Market Research

    Experts offer advice for developing a well-informed market research plan that addresses your goals.

    Grow Your Nutritional Business through Effective Market Research
    By Gregory Stephens, Windrose Partners, & Jim Dorsch09.07.17
    Most of us likely have vivid memories of market research studies that may not have turned out as planned. A number of memorable experiences come from focus groups.

    In one study, surgeons told us in no uncertain terms that they (fixers of life) did not cause the problem (post-op reperfusion injury) for which we designed a nutritional prevention. Thus, why were we talking to them? It wasn’t a total waste of money as we learned that obtaining support of surgeons for a post-operative complication would be an uphill battle.

    In another set of groups, the project goal was to expand a well-known brand of geriatric nutrition to address the needs of baby boomers, expanding the market. The new products provided convenience, energy, and other potential benefits for the active, aging population. It was well over half way through the first group that we had our “aha! moment.” Up until that point, all the feedback and comments were positive and quite encouraging. Then one gentleman halted the group, “Wait! You mean this is for me? The product sounds great but I thought it was for my parents. (This brand) is what you drink when you are sick or dying. It’s great stuff, but I’m not ready for it.” As you can imagine, we made some modifications for subsequent groups that evening but the feedback was the same. One lesson learned was that once a brand has developed a strong identity (the ultimate goal for many marketers), even with significant efforts, the goodwill may not be stretched far.

    Traditionally, budgets for such sets of qualitative focus groups have been in the range of $20,000. Subsequent quantitative research can easily double that. Today, you need to consider if there are more effective and economical ways to achieve your market research goals. There are many new methodologies to conduct market research. Quality secondary data are more available as well as search tools to obtain both qualitative and quantitative insights. There are also a variety of affordable online surveys that can provide actionable insights.

    A well-thought-out plan is key to ensure that market research addresses your business goals. My colleague, Jim Dorsch, has extensive background in marketing and market research from fortune 100 CPG to start-up dietary supplement companies. Jim offers the following advice in developing an effective market research program regardless of your budget.

    Tips of the Trade
    The first step in developing the appropriate market research plan is to define your business model for success. Market research is just another tool to enhance the performance of a business.

    The world is dynamic, not static; it is getting more complex every day. There are more choices coming, from more competitors to smaller target audiences every day. Three companies that have successfully addressed this complexity in their meteoric rise are Facebook, Uber, and Airbnb. These companies are transformative, having created enormous investor value in less than a decade.

    Each of these companies had to deal with multiple competitors in a changing environment. They were not always the first mover or the best financed. They ended up as big winners driven by these six factors:
    1. Focus on an end user experience that would provide major benefit.
    2. Small systems (beta tests) were operating in small areas early in the development process.
    3. Every system’s touch point with end users was measured.
    4. Mistakes were made but corrected quickly; speed was critical for competitive advantage.
    5. Scale-up was fast once the model had been proven.
    6. There was a passionate, talented, focused small team that thrived on the opportunity to deliver excellence to end users.
    There is much to be learned in the world of nutritional products and services from these success stories.

    The first step is to define potential “big ideas”—those benefits that when delivered would lead to a large, sustainable business. There is no one proper way to accomplish this, but certainly qualitative input from clearly defined end user groups is one source. Another source is industry experts from both within an organization and outside “influencers.” All of these sources should be tapped upfront.

    The next step is generating prototypes that are as close to market-ready as feasible. Obtaining reaction from end users to these prototypes is next. The project budget, timeline, and business risk/reward profile will dictate whether end user market research feedback is limited or extensive. In either case, flexibility is important, so measure and plan for adjustments, make the indicated adjustments quickly, and measure again. The market research term for this learning approach is “iterative.” The business plan should include time and resources for several iterations, designed to move initial prototypes to things that deliver an excellent end user experience.

    Next, measure behavior. We all know that too often people do not behave as they indicate they will. (If they did, the only market research tool we would need would be a large sample survey purchase intention scale.) The prime measurements for the transformative companies mentioned previously was actual behavior. The prime measurements for our nutrition world should simulate actual decisions and behaviors to the extent possible. There are many web-based systems that create market-type situations on-screen and then measure respondent behavior. The web has made iterative learning almost instantaneous.

    The talent, passion, and focus of the people tasked with a specific project are the single most important success drivers. A great team is likely to make any reasonable system successful; an average team—not so much. 


    Gregory Stephens
    Windrose Partners

    Greg Stephens, RD, is president of Windrose Partners, a company serving clients in the the dietary supplement, functional food and natural product industries. Formerly vice president of strategic consulting with The Natural Marketing Institute (NMI) and Vice President of Sales and Marketing for Nurture, Inc (OatVantage), he has 25 years of specialized expertise in the nutritional and pharmaceutical industries. His prior experience includes a progressive series of senior management positions with Abbott Nutrition (Ross Products Division of Abbott Laboratories), including development of global nutrition strategies for disease-specific growth platforms and business development for Abbott’s medical foods portfolio. He can be reached at 267-432-2696; E-mail: gregstephens@windrosepartners.com.

    Jim Dorsch
    Jim Dorsch has worked for 30+ years in Fortune 100 companies most recently as Campbell Soup International CMO and Vlasic Division VP. He has created or led new business development projects generating over $700 million in sales while managing profit centers. He has consulted in the nutrition space, founded a beverage company, and was a partner in a web market research business.
    Related Searches
    • Functional Food
    • Dietary Supplement
    • Performance
    • Nutritional
    Related Knowledge Center
    • Healthcare Trends
    • Dietary Supplements
    • Medical Nutrition
    • Consumer Trends
    Suggested For You
    State of the Industry Part 6: Business Trends and Innovation State of the Industry Part 6: Business Trends and Innovation
    Radicle Science to Lead Clinical Trial on Energy Supplements During SupplySide West Radicle Science to Lead Clinical Trial on Energy Supplements During SupplySide West
    Immune Health Remains a Top Priority, Even as Many Move On from Covid Immune Health Remains a Top Priority, Even as Many Move On from Covid
    Reinforcing Omega-3 Supply Networks Reinforcing Omega-3 Supply Networks
    Charlotte’s Web COO Jared Stanley Discusses the State of Play for CBD Charlotte’s Web COO Jared Stanley Discusses the State of Play for CBD
    Prescription Probiotics and Microbiome Modulation Prescription Probiotics and Microbiome Modulation
    CV Sciences Launches Reserve Sleep Gummies CV Sciences Launches Reserve Sleep Gummies
    Skin Health Supplements Shine as Consumers Seek a More Natural Glow Skin Health Supplements Shine as Consumers Seek a More Natural Glow
    Launch Hydrate Sport Drinks Feature Cognizin Citicoline Launch Hydrate Sport Drinks Feature Cognizin Citicoline
    Natural Chaga Launches Mushroom Oral Sprays at Vitafoods 2023 Natural Chaga Launches Mushroom Oral Sprays at Vitafoods 2023
    NextFoods Merges GoodBelly and Cheribundi NextFoods Merges GoodBelly and Cheribundi
    IRI and NPD Rebrand as Circana Following Merger IRI and NPD Rebrand as Circana Following Merger
    ADM Expands Production to Meet Demand for Probiotics ADM Expands Production to Meet Demand for Probiotics
    Euromonitor Reveals Top 10 Global Consumer Trends Euromonitor Reveals Top 10 Global Consumer Trends
    Gadot: Magnesium Bisglycinate Ideal for Stress Positionings Gadot: Magnesium Bisglycinate Ideal for Stress Positionings

    Related Features

    • Cognitive Function | Consumer Trends | Delivery & Dosage Technologies | Dietary Supplements | Healthcare Trends | Herbs & Botanicals | Minerals | Probiotics & Prebiotics | Vitamins
      State of the Industry Part 6: Business Trends and Innovation

      State of the Industry Part 6: Business Trends and Innovation

      Executives offer their view of today's industry landscape and expectations for the future.
      By Sean Moloughney, Editor 12.04.23

    • Breaking News | Energy | Research
      Radicle Science to Lead Clinical Trial on Energy Supplements During SupplySide West

      Radicle Science to Lead Clinical Trial on Energy Supplements During SupplySide West

      The B-Corp expects the study will be among the largest trials on energy supplements.
      10.23.23

    • Consumer Trends | Dietary Supplements | Healthcare Trends | Immune Function
      Immune Health Remains a Top Priority, Even as Many Move On from Covid

      Immune Health Remains a Top Priority, Even as Many Move On from Covid

      Convenient product formats like gummies and beverages offer broad appeal, while multifunctional dietary supplement formulas offer value for varied need states.
      By Julie Dennis Fox, Contributing Editor 10.03.23


    • Reinforcing Omega-3 Supply Networks

      Reinforcing Omega-3 Supply Networks

      The status of the Peruvian anchovy fishery underscores the need to future-proof supplies of EPA, DHA, and other omega-3 fatty acids.
      By Mike Montemarano, Associate Editor 09.29.23

    • Consumer Trends | Dietary Supplements | Healthcare Trends | Herbs & Botanicals | Quality & Safety | Regulations
      Charlotte’s Web COO Jared Stanley Discusses the State of Play for CBD

      Charlotte’s Web COO Jared Stanley Discusses the State of Play for CBD

      Executive offers updates on the company’s advocacy for federal regulation, its partnership with MLB, market challenges, and more.
      By Sheldon Baker 09.28.23

    Loading, Please Wait..
    Breaking News
    • Women in Nutraceuticals Hires Executive Director Rebecca Takemoto
    • FDA Issues Interim Response to Nammex’s Mushroom Labeling Petition
    • MSM Linked to Improvements in Knee Pain
    • Lion’s Mane Extract Linked to Better Cognitive Performance, Subjective Stress
    • NutraShure Introduces SA3X as Exclusive US Supplier
    View Breaking News >
    CURRENT ISSUE

    December 2023

    • State of the Industry Series (Part 1): FDA Restructuring and FTC Activity
    • State of the Industry Part 2: Supplement Access, Safety, and CBD
    • State of the Industry Part 3: Communication, Education, and Trust
    • State of the Industry Part 4: Advanced/Advancing Technologies and Research
    • State of the Industry Part 5: Advocating Best Practices
    • State of the Industry Part 6: Business Trends and Innovation
    • Radicle Science Aims to Set New Trajectory for Healthcare with Modern Clinical Trial Model
    • How Can the Nutraceuticals Industry Empower More Women?
    • The Naturally Proud Network: Supporting Diversity, Equity, and Inclusion
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Women in Nutraceuticals Hires Executive Director Rebecca Takemoto
    FDA Issues Interim Response to Nammex’s Mushroom Labeling Petition
    MSM Linked to Improvements in Knee Pain
    Coatings World

    Latest Breaking News From Coatings World

    Weekly Recap: PPG, PPG Asian Paints, AkzoNobel Top This Week’s Stories
    Orion S.A. Has Four Carbon Black Plants Awarded ISCC PLUS
    Peninsula Polymers Acquires New Distribution Center in Indiana
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    MPO's Most-Read Stories This Week—Dec. 9
    Babson Diagnostics’ BetterWay Achieves Regulatory Milestone
    WhiteSwell Successfully Treats Acute Decompensated Heart Failure in Study
    Contract Pharma

    Latest Breaking News From Contract Pharma

    FDA Approves Bio-Thera's Biosimilar Referencing Roche’s Avastin
    Full-Life Technologies to Build GMP Radiopharmaceuticals Mfg. Facility
    Innovent Biologics, Synaffix Expand ADC Licensing Deal
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    COSRX’s Latest TikTok Campaign Accumulates 3.2B Views on TikTok
    Christian Louboutin Taps Morgane Martini as Global Makeup Artist
    Shiseido Forms New Venture Fund
    Happi

    Latest Breaking News From Happi

    Christian Louboutin Names Morgane Martini Global Makeup Artist
    Estée Lauder Lead Scientist Dr. Nadine Pernodet To Lecture At SCC Science Meeting
    Topical Testosterone Formulation for Chest Hair Growth
    Ink World

    Latest Breaking News From Ink World

    Weekly Recap: Siegwerk, DIC, and Müller Martini Top This Week’s Stories
    Orion S.A. Now Has Four Carbon Black Plants Awarded ISCC PLUS
    BASF Commits to Scope 3.1 Emissions Targets
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Analyzing the Russian label market, Carter boosts brands and more
    FLAG’s December Lunch & Learn to feature Omet
    UPM Raflatac releases neuromarketing study findings
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Ginni Strikes Deal to Sell Spinning, Knitting Operations
    Campen Machinery Announces Patent Pending Status for Airlaid Trays
    Veocel Partners with Beauty and Feminine Care Brands in Asia Pacific
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    ODT's Most-Read Stories This Week—Dec. 9
    Fujitsu, iSurgery Launch Bone Health Promotion Project in Japan
    Wenzel Spine Hires Dr. Robert Gordon as Executive Chairman
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Weekly Recap: Schreiner MediPharm, GIANCE and PragmatIC Top This Week’s Stories
    Intel CEO Pat Gelsinger to Cover AI During CES 2024 Keynote
    Ciena Invests in US Manufacturing with Flex

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login