We discovered that the customers were not looking for additional nutritional knowledge, but personal support and motivation to change their habits. The real need was not for new information, but for support that helps implement change over time. To answer this, we changed the role of nutritionists and turned them into behavioral coaches. We developed a monitoring tool for progress, and adjusted the marketing messages to emphasize the importance of personal support. These changes led to a 25% increase in customer satisfaction.
The challenge
Nutritionists hired to promote healthy product lines were seen as redundant by customers, who could easily access nutritional advice online. This rendered their roles irrelevant.
What we discovered
Instead of asking about expectations from nutritionists, we explored customers’ personal stories about failed lifestyle changes. A recurring theme emerged: “I know what’s healthy, but I give up after a week,” and “I need someone to keep me motivated.” The insight? Customers didn’t want advisors—they needed behavioral coaches.
