What ‘Healthy Living’ Means to Consumers: Trialing a New Qualitative Research Technique

Abstract

A new qualitative research technique of ‘associative meaning mapping’ is used to understand what the term ‘Healthy Living’ means to consumers. The technique extends the method of associative group analysis, and uses a Darwinian ‘survival of the fittest’ rationale to build a group-level summary map of meaning from individual chains of associations. This is done by a special iterative computer programme. The usefulness, validity and reliability of the technique are discussed. It is suggested that such ‘meme maps’ may be useful in providing insight and creative stimulus for marketing initiatives that ‘connect’ with consumers.