Overview

This quantitative consumer research project is NMI's most comprehensive and robust data collection vehicle ever undertaken within the supplement marketplace. In the end, it will develop the most in-depth consumer insight and breakthrough learnings about vitamins, minerals, botanicals, and other supplements. The fundamental basis for this level of insight is based upon the level of specificity across ~50 supplements and the consumer pathways that affect the use of each.

A select, limited group of organizations will have the opportunity to access and utilize this research vehicle. In addition, participants can also include topics of relevance to their organization and customize learnings to their specific areas of interest.

Research Objectives

The overall core objectives of SORD '05 are to:

• To quantify usage and frequency of use across a complete range of supplements
• To quantify reasons for lapsed usage of specific supplements and barriers to use of specific dietary supplements (among non-supplement users)
• To analyze the motivational dimensionality and reasons for supplement use
• To associate the use of specific dietary supplements with specific health issues
• To measure specific brands used and channels/sources shopped for supplements
• To understand the issues and opportunities associated with the use of supplements and Rx

The overall objectives are to develop unique and specific consumer insight into specific supplements to maximize client learnings and opportunities in terms of attracting new consumers/increasing compliance and developing messaging/communications strategies.

Research Methodology

• Quantitative research of minimum 2,000 U.S. adults
• Nationally projectable to the U.S. population
• Over sampling to all demographics, including ethnic groups, to align with U.S. Census
• Online research survey methodology
• Statistically significant at the 95% confidence level to +/- 2%

Customized Participant Deliverables

Custom project activities, based on participants' needs, can be included across the following deliverables:

• Proprietary/custom questionnaire space within the survey
• Custom analysis and advanced statistical analytics
• Custom written report/presentation across interest areas (core and/or custom questions)
• Custom data tables

For more information on NMI's SORD and to participate in our next study, please contact Greg Stephens.