For all you marketers of dietary supplements in the natural channel, here are five personality characteristics you should know about the natural supplement shopper — and how she differs from the general population.
Through quantitative research with thousands of natural supplement shoppers, Pure Branding is able to assess the market participant personas and correlate the brand strengths that match them.
These personality characteristics are derived from our proprietary research methodology that seeks to better understand the people participating in your markets, not just their habits. Through quantitative research with thousands of natural supplement shoppers and a select set of factors leveraging the behavioral sciences — including Jungian archetypes, adult attachment theory and social values orientation — Pure Branding is able to assess the market participant personas and correlate the brand strengths that match them.
You may ask, “My products are great, I just have to tell people why, so what do I need with this personality stuff?”
It comes down to having permission to talk — not so different from the first grade, when we all had to raise our hands to speak. I remember at that age exploding with excitement and jumping in too early to answer the one question I knew the answer to. The teacher scanned the room with her “1,000-mile stare,” looking right through me as though I were invisible, seeing only the calm, patient children who raised their hands.
Natural supplement shoppers are scanning the shelves with their own 1,000-mile stare, and all the brands are making wonderful claims as to how great, potent, unique and even scientific they are, but she is looking for the one that will “raise its hand” for permission to speak to her on her terms. The one brand that reflects the virtues she holds dear based on her personality. Then she will listen to what it has to say.
Let’s learn more about her from our research. The natural supplement shopper is …