Health bulletin focus group

Health  Bulle*n  Online  Website  selling  non-­‐prescrip*on  medicinal  products.  

Focus  Group  on  Women  aged  30-­‐45  “The  Older  Mothers”  

TARGET  AUDIENCE  

LOOK    “Natural  beauty  is  the  real  beauty.”  

NATURAL   CLEAN   METICULOUS  

CONTENT   FRESH   CONFIDENT  

PERSONALITY  “When  you  smile  at  the  world,  the  world  will  smile  back.”  

FRIENDLY   APPROACHABLE   CARING  

INDEPENDENT   DEPENDABLE   SOCIABLE  

PREFERRED  BRANDS  

CONSUMPTIVE  BRANDS    “I  am  what  I  eat  and  I  love  what  I  eat.”  

RYVITA   LURPAK   ORGANIC  FOODS   EVIAN  

FREE  RANGE  EGGS  

CRAVENDALE  MILK   BERTOLLI   SNACK  A  JACKS  

NON-­‐CONSUMPTIVE  BRANDS  “Spend  that  liXle  bit  more  and  you  will  get  something  that  is  

high  in  quality  and  value  for  money.”  

ZARA   JOHN  LEWIS   LANCOME  

CATH  KIDSTON   OASIS   MONSOON  

HEALTHCARE  BRANDS  “I  love  the  so\,  clean  and  simple  brands  that  just  work.”  

Elemis   JOHNSON  +  JOHNSON   SIMPLE  

DOVE   PANTENE   CLARINS  

INTERESTS  

READ  “It’s  *me  to  reflect  on  the  ‘now’  in  my  life.”  

COSMOPOLITAN   Heat   OK!  

ROMANCE  NOVELS   COOKING  BOOKS   RED  

WATCH  “I  watch  to  care  and  to  compare.”  

SEX  AND  THE  CITY  COME  DINE    WITH  ME  

DESPERATE  HOUSEWIVES  

LOVE  FILMS   NEWS   CLASSICAL  FILMS  

FREQUENT  WEBSITES  VISITED  “I  like  it  when  it  just  does  what  it  should  do,  just  keep  it  

simple.”  

JOHN  LEWIS  

GOOGLE  

WAITROSE  

AMAZON  

WIKIPEDIA  

EBAY  

VALIDATION  WEBSITES:  POSITIVE  “I  only  listen  to  those  who  I  trust.”  

TRIP  ADVISOR  

AMAZON  REVIEW  

HEALTH  BULLETIN  WEBSITE  DESIGN:  CONCLUSION  

Tone  of  Voice  

Simple  

Clear  

Direct  

Involved  

Caring  

Reassuring  

Friendly  

Understanding  

Colour  Swatches  

High  ResoluJon  Images  

Simple  Menu  Bars  and  Search  BuNons  

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