HealthFocus International

Got a question about HealthFocus?

Here we give quick answers to many of the most commonly asked questions about the HealthFocus and the HealthFocus Surveys.

If you can’t find your answer here simply email healthfocus@healthymarketingteam.com and we’ll be happy to provide a comprehensive answer to your query.

Who are HealthFocus International?
HealthFocus International is a market research and consulting firm specializing in consumer health and nutrition trends. With 20 years of experience working with the most successful food, beverage and pharmaceutical brand marketer, Health Focus International is an experienced resource for companies who need to understand consumer attitudes and behaviour.

How does the Healthy Marketing Team work with HealthFocus International?

The Healthy Marketing Team is the Official Implementation Partner of HealthFocus International. The two companies are separate but work in close partnership - with the Healthy Marketing Team helping Clients worldwide to implement the insight and trends from HealthFocus International to deliver better targeted products, faster to market. Together the companies take Clients from consumer data to brand succcess.

What is the sample size of the HealthFocus Surveys?

Sample sizes vary country by country. Most markets have a sample size of either 500 or 1,000 respondents.

Who answers the HealthFocus Surveys?

Answers are from the household’s primary grocery shopper. This means we are getting the opinion of the person who is selecting between brands and products at the supermarket shelves. We are going inside the mind of the critical decision maker - the one who decides if your brand makes it to the shopping cart or stays on the shelf to gather dust.

How long has HealthFocus being doing these surveys?

The first surveys began in the USA back in 1990 and has been expanding internationally since 2000.

Which Markets are covered by the South East Asia Survey in 2009?

Malaysia, Singapore, South Korea, Thailand, Vietnam. This will be the Survey’s first visit to Singapore, South Korea and Vietnam - and it’s first return to Thailand and Malaysia.

Which Markets are covered by the Nordic Europe Survey in 2009?

Denmark, Finland, Norway, Sweden. This will be the 3rd trend survey in the Nordic markets following previous visits in 2003 and 2006.

What is a HealthFocus Data Run or Data tabs?

In addition to individual country reports that cover all major topics in the survey, Sponsors receive 2 “data runs” which provide all the answers to the survey questions in Excel or Word format.  The answers are shown within specific demographic and HealthFocus Segment groups. So for example, one data run would provide answers broken out by gender, age, income and children in the household. The second provided data run will present all the questions by HealthFocus International Segments - Disciples, Healers, Investors, Managers, Strugglers, and Unmotivateds.

Sponsors can order additional data runs at a discount which allow them to receive the answers to the questions by very specific groups. For example, if a Sponsor wanted to understand females with children interested in fiber for improved digestion, HealthFocus can provide a “data run” with how this consumer group answers the survey questions and therefore provide insights into how best to market to them.          

Are the HealthFocus Surveys comparable year on year?

Yes. Though HealthFocus in continually updating the questions based on new consumer topics and the interests of the sponsors, we go to great lengths to maintain a core set questions that allow us to measure evolving trends to capture changes in consumer beliefs that are important. Our survey fielding is done in such a way as to make certain we can accurately measure these changes over time and therefore have insights into what we expect will be most important tomorrow in meeting shopper Health & Wellness needs.      

What is the difference between the HealthFocus Global and Regional Surveys? Can comparisons be made between countries in the different surveys?

All of our surveys are structured in such a way as to provide for cross country comparisons and analysis. Our Primary Shopper segments, Benefit Platforms and Gatekeeper Segments are global. The regional surveys are generally a bit shorter than the full Global and Regional studies, but the core trend and segment questions are the same.

What are the benefits of being an Annual Subscriber to HealthFocus?

The primary benefits include:

1. Insights into the primary motivations and barriers around healthful nutrition and living and how to successfully participate.
2. Input into the questionnaire. While much of the format is set to capture trend and segment information, Sponsors can input their suggestions and space permitting we often are able to include. 
3.  Custom Questions as discussed below.
4. Depending on the program selected, consultation from the HealthFocus experts in Global Health and Nutrition and targeted presentations.
5. Full comprehensive country reports.
6. 6 month lead time on the information.
7. Discounts in additional data runs and custom research and data base analysis. 

What are Custom Questions within a HealthFocus Survey?

The custom questions are one of the more powerful benefits of sponsorship. Each sponsor, depending on the program selected, is provided the opportunity to include a number of Custom questions in the survey unique to them. The answers to these are proprietary to the Sponsoring Company.

Can I Sponsor just the specific category / categories I am most interested in?

Yes.

• If you are interested in a particular category in more than one country, select the “Premium Sponsor, Multiple Country, Category Specific Reporting” option.
• If you are interest in just one country, select the Single Country, Category Specific Reporting Option. 

How can I find out more information?

Contact Sam Waterfall at the Healthy Marketing Team in London: sam@healthymarketingteam.com or Steve Walton at HealthFocus International in Florida: swalton@healthfocus.com