A mānuka honey and oil combination for superficial skin injuries: An empathy-centric exploration in the health and fitness industry

Abstract

Over the past several decades, there has been an overhaul of the way businesses look at their consumers. A consumer-facing approach coupled with analytical and intuitive thinking is the current format adopted by several businesses. The factors which influence consumer decision making (CDM) are as varied as the consumers themselves. There are numerous studies exploring CDM when choosing natural products as well as over the counter therapeutics products. Information about CDM will allow companies to leverage their strengths to satisfy the consumer need. In addition, being cognizant of the evolving sensibility of the consumer is vital. Today’s consumers are more likely to research a product and its competition before entering the marketplace. Conveying technical, scientific information to the discerning consumer in a simple, concise manner is crucial. The current study will attempt to investigate these and other factors while joining the discussion by providing insight into CDM as relating to a new, natural, over the counter healing product. The focus, in particular, is to try and understand the role of hard scientific data conveyance in relation to CDM. These aims work towards reporting independent research that contributes both to an academic conversation as well as transferring the findings to a practical prescience. A qualitative, empathy-centric phenomenological study was adopted to elucidate the complexities involved with CDM. A pair of semi-structured interviews were carried out, with additional information gathered through questionnaires and mock-ups of scientific data visualisations. Citing logistical restraints, we attempted to gather consumer insight from a selected subset of the broader consumer cohort. Analyses of the interviews indicate a strong trend to move towards natural, holistic therapeutic options when choosing a skin healing product. The main influences feeding into CDM were reported to be occupation related influences, family members and personal experience. Significant barriers to the uptake of the product were price and lack of awareness about the constituents of the product, in particular, Mānuka oil. Technical information conveyance was further investigated through a series of mock-up visualisations. These revealed insights into the influence of colour, the format of the data represented as well as the role played by endorsements. Future research involving a larger participant cohort with representation from a wider demographic audience could provide a more comprehensive outcome in relation to understanding consumer behaviour.