Market Research: Obesity and the Dilemmas of Choice
H. Ashman (1) and J. Beckley (2). (1) The U&I Group, Powell, OH. (2) The U&I Group, Denville, NJ. Cereal Foods World 52(2):78-80.
Obesity was found to produce high levels of stress and anxiety in individuals, as well as distrust of the food industry. Research suggests that individuals who are actively managing their obesity/overweight conditions approach food choices differently than non-managers do. Standard methods of research do not show these differences. Research should blend normative approaches (standard quantitative testing) with approaches that lead to full understanding of the individual (idiographic testing), which could result in products that appeal to people managing obesity.