This was a question we addressed in one of our recent projects for a large international consumer brand. What do people consider to be a healthy lifestyle? Are they happy with their current ways of maintaining their lifestyles? What would they like to alter? Would they welcome any support with this?
Our client is in the process of developing a new innovative service proposition in this area. They wanted to obtain feedback from consumers on their early concepts, as well as get a fresh outside perspective that could help them to further develop the concepts and progress them towards implementation.
To expose the concept to many different people in a short period of time, we invited four groups of six reasonably healthy people to our studio to take part in a series of half-day Service Experience Labs. We prepared a set of engaging materials to introduce the concept to the participants, and to engage them in an interactive exploration and discussion.
In contrast to traditional focus groups, the participants in these Service Experience Labs do not just sit around a table and respond to general questions. Through a series of individual and group assignments they were prompted to reflect in detail and in a highly personal way on the consequences that the use of the concept would have on their daily lives. They also compiled a rich personal profile of their current (healthy) lifestyle, indicated the aspects they would like to change, and reflected on the potential use for them of getting support in achieving this.