Monday, June 06, 2011

Reporting the outcomes of N-of-8 story development

At the conclusion of the N-of-8 process, there is a refined and final brand story, along with both a written report and presentation, based on the key research findings and results, along with copies of participant interview recordings.

To illustrate the reporting technique of our N-of-8 story development tool, our client Active Community Wellness agreed to have its findings published.  In this section, I’ll present a template of “Key Learnings, Implications, and Actions.”

Active Community Wellness, Inc. is a nonprofit with a core team of adult athletes supported by proven coaching for people in need of better wellness.

ACW was established to not only be a leader in individuals’ health and fitness, but also make an impact on the community at large.

As it was preparing to communicate its vision of leadership in personal wellness, group supported-training, and educational programs, ACW engaged us to conduct N-of-8 story development.

With a loyal target audience, a unique strategy, clearly defined goals, and a consistent brand core, we learned that there was a market opportunity to take the lead through extraordinary training experiences. In total, four N-of-8 groups were facilitated: one with the ACW board, two with potential members in Boise, ID (the first target market), and one with health-minded business people in Chicago.  The story created featured Active Community Wellness and its “personalized connection” and “authenticity” as reaching a broad group of individuals willing to expand their participation in health programs.

As a follow-up to the two-month N-of-8 story development process, here are the key overall themes we identified:
  • People are interested in making positive lifestyle changes
  • Losing weight is a major concern of people looking to make these changes
  • Both individual and group support is essential to a successful program 
  • The one-size-fits-all model is not appealing
  • People want trained, certified trainers and medical professionals
  • Program variety is important
  • Programs for all skill levels – from beginner to advanced – are critical to the success of the organization
  • People want an easy way to get started

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