We spoke with host Dori Nugent about how Gen Z (ages 13-25) approach health and fitness, what they look for in a gym and what keeps them away, with specific recommendations for gym owners and operators for how to get Gen Z into the health club. This is the first in a series of podcasts on generations in the gym - Millennials, Gen X, and Boomers are all coming up soon!
WATCH NOW
The Q3 2020 report from our State of Our Health Syndicated Series is now available for purchase! Eating for Health and Happiness provides an in-depth look at food philosophies in the age of personalized eating. Even though consumers have moved away from the one-size-fits-all diet fads of the 1980’s and 1990’s, they continue to experiment with different eating approaches in high numbers. And so the quest for a rules-based system to guide us toward healthier eating continues unabated. But today’s approaches to eating are less fad and more philosophy, and are geared toward the personal, the experimental, and often have a larger purpose than simple weight loss.
Marketers frequently leverage research to inform and track brand and product strategy, because it provides timely, relevant insights into the market, the competition and your target audiences. But fewer marketers are also taking advantage of research as the basis for timely and highly-relevant thought leadership content or advocacy that supports ongoing campaign efforts for the full sales lifecycle – and this is a huge opportunity.
If you work in market research, you often hear and throw around the phrase “rep to census”. We field most of our studies “rep to census”, meaning we distribute our surveys in a way that matches up with the demographics of the country or region that we’re focusing on including age, gender, ethnicity, region, and income.
Millennials are currently the largest adult generation in the United States with millennial dads representing 5% of the current US population and growing. Dads are increasingly responsible for household purchasing decisions and spending. A deep dive into our syndicated health and fitness study (SOOH) reveals a unique cohort that is highly involved in fitness and nutrition and is engaged in the choices they make within these categories.
What is AR? AR, meaning Augmented Reality, is an emerging technology that blends the physical world with elements of computer generated imagery and/or animation. A great example of this is the facial filters that Snapchat offers.
Crossing the Chasm by Geoffrey Moore is an iconic book for those involved in high-tech sales and marketing. I was first introduced to Moore's concept of the tech adoption life cycle early on in my career when I was doing research for Microsoft. The framework that Moore outlines has been used by countless tech companies in the 25 years since he released the book. Because it is such a core concept, I felt like I knew it well, but had never gone back and read his original book. So I thought it would be nice this summer to go back and read Crossing the Chasm and get a sense for how well it holds up 25 years later.