Formative Research to Understand the Psychographics of 1% Milk Consumption in a Low-Income Audience

Abstract

A clear understanding of the knowledge, perceptions, beliefs, attitudes, and values of those whose behavior we hope to change is an essential task in a social marketing project. This formative research used mixed methods to identify consumer psychographics about high-fat milk among a low-income priority audience. High-fat milk users believe they choose the type of milk that is the healthiest for them and their families but had poor milk nutrition knowledge and an inaccurate appraisal of low-fat milk. Habit and taste preferences reinforced high-fat milk use but 2% milk users, a group that already adapted to reduced-fat milk, were the audience segment most willing to consider low-fat milk use. Low-fat milk use can be promoted by raising awareness that 2% milk is not low fat and addressing knowledge deficiencies while assuring the priority audience that 1% milk has all of the vitamins and minerals of whole or 2% milk but with less fat. The resonance of the promotion can be enhanced by incorporating words that “work” such as vitamins, minerals, healthy, choice, habit, and avoiding the words “switch” and “skim” that were viewed negatively by this low-income audience.