Health bulletin focus group
Transcript of Health bulletin focus group
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Health Bulle*n Online Website selling non-‐prescrip*on medicinal products.
Focus Group on Women aged 30-‐45 “The Older Mothers”
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TARGET AUDIENCE
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LOOK “Natural beauty is the real beauty.”
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NATURAL CLEAN METICULOUS
CONTENT FRESH CONFIDENT
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PERSONALITY “When you smile at the world, the world will smile back.”
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FRIENDLY APPROACHABLE CARING
INDEPENDENT DEPENDABLE SOCIABLE
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PREFERRED BRANDS
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CONSUMPTIVE BRANDS “I am what I eat and I love what I eat.”
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RYVITA LURPAK ORGANIC FOODS EVIAN
FREE RANGE EGGS
CRAVENDALE MILK BERTOLLI SNACK A JACKS
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NON-‐CONSUMPTIVE BRANDS “Spend that liXle bit more and you will get something that is
high in quality and value for money.”
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ZARA JOHN LEWIS LANCOME
CATH KIDSTON OASIS MONSOON
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HEALTHCARE BRANDS “I love the so\, clean and simple brands that just work.”
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Elemis JOHNSON + JOHNSON SIMPLE
DOVE PANTENE CLARINS
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INTERESTS
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READ “It’s *me to reflect on the ‘now’ in my life.”
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COSMOPOLITAN Heat OK!
ROMANCE NOVELS COOKING BOOKS RED
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WATCH “I watch to care and to compare.”
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SEX AND THE CITY COME DINE WITH ME
DESPERATE HOUSEWIVES
LOVE FILMS NEWS CLASSICAL FILMS
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FREQUENT WEBSITES VISITED “I like it when it just does what it should do, just keep it
simple.”
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JOHN LEWIS
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WAITROSE
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AMAZON
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WIKIPEDIA
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EBAY
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VALIDATION WEBSITES: POSITIVE “I only listen to those who I trust.”
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TRIP ADVISOR
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AMAZON REVIEW
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HEALTH BULLETIN WEBSITE DESIGN: CONCLUSION
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Tone of Voice
Simple
Clear
Direct
Involved
Caring
Reassuring
Friendly
Understanding
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Colour Swatches
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High ResoluJon Images
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Simple Menu Bars and Search BuNons
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