Murphy Research

Murphy Research

Murphy Research

Murphy Research

THE STATE OF HEALTH IN THE U.S.

GAIN A FOUNDATIONAL KNOWLEDGE OF HEALTH AND WELLNESS ATTITUDES AND BEHAVIORS

  • • Personal life goals, prioritization and perceived performance
  • • Knowledge of health and wellness topics
  • • Participation in health and wellness activities
  • • Influence of key factors on health
  • • Motivation and barriers to participation in fitness and nutrition
  • • Impact of past and present family environment
  • • Influence of recent life events on behavior
  • • Ownership and recent purchases related to fitness and nutrition, including sports drinks, supplements, food, apparel, technology and media
  • • Market sizing:
    • Participate in fitness activities
    • Actively engage in diet/nutrition
    • Practice mindfulness/gratitude

EXPLORE CROSS-CATEGORY DATA AND INSIGHTS

  • • Effect of participation in wellness activities on overall vitality and happiness
  • • Correlations between fitness, nutrition and mindfulness activities, attitudes and behaviors
  • • Impact of life events and health status on engagement with fitness, nutrition and mindfulness
  • • Category shopping behavior across various subgroups
  • • Activity and behavior profiles by key demographic groups
  • • Use and influence of social media

FITNESS DEEP DIVE

UNDERSTAND CONSUMER PERCEPTIONS OF FITNESS, ALONG WITH WORKOUT APPROACHES AND HABITS

  • • What does being physically fit mean to you?
  • • View into a typical week of workouts
  • • Workout personality, benefits and financial investment
  • • Motivations, barriers and sources of influence for working out
  • • Use of social media in fitness routine
  • • Use and effectiveness of fitness tracker and smartphone apps
  • • Gym/studio membership, frequency and activities
  • • Participation in team sports, group activities, online classes, personal training and self-directed workouts
  • • Purchase/ownership of smart clothes
  • • Fitness spending behavior and preferences (e.g. apparel, footwear, equipment, classes and training)
  • • Fitness retailer awareness, selection criteria and share of spend

DIET AND NUTRITION DEEP DIVE

GAIN INSIGHTS INTO CONSUMER INTEREST IN NUTRITION, ALONG WITH DIET AND FOOD-BUYING PATTERNS

  • • What does "eating well" mean to you?
  • • Diet and nutrition philosophy, behavior, barriers and struggles
  • • Nutrition goals and motivations
  • • Participation/engagement in specific nutrition trends and diet plans
  • • Eating habits and preferences
  • • Beverage preferences
  • • Food retailer selection criteria and preferences
  • • Nutritional knowledge
  • • Vitamins and supplements usage and perceived benefits
  • • Spending on key food and nutrition categories, including sports and energy drinks, bars and powder
  • • Sources of influence on eating habits

MINDFULNESS DEEP DIVE

GAIN INSIGHTS INTO CONSUMER INTEREST IN NUTRITION, ALONG WITH DIET AND FOOD-BUYING PATTERNS

  • • Awareness and participation in mindfulness activities
  • • Mindfulness self-perceptions
  • • Motivations behind mindfulness
  • • Frequency and type of activities
  • • Impact of activities on overall mindfulness