This article covers the persona definitions for the Evergi platform.
Wellness Persona Methodology
The Evergi Personas were developed using a mixed-methodology approach of advanced statistical methods and qualitative expertise. We first performed multiple cluster approaches including k-means and hierarchical clustering on multiple combinations of user attributes (attitudinal and behavioral questions).
We then identified cluster groups using k-means clustering and defined distinct decision rules using a predictive decision tree for each segment. Our qualitative analysts and content experts then confirmed and verified these characteristics as well as named and described the groups.
Trendy Enthusiasts - These trendsetters are total cutting edge wellbeing gurus – they are focused on bettering their mind, body, spirit, and the planet with all the latest fads available.
- High income, Millennials
- Focused on mindfulness, gut health and whole-body wellbeing
- Most stressed segment
- Like convenient foods and meal kits
- Highly active on social media – especially Facebook and YouTube
Self-Focused Savers - These budget-conscious consumers are focused on more traditional, less intense, and basic wellbeing habits that improve their health.
- Lower income, Baby Boomers
- Budget conscious
- Into traditional food claims like low sugar, low sodium (many suffer from heart disease) and real food ingredients
- Not really into exercise but do focus on me-time
- Very focused on reducing food waste
- Not as stressed as other segments
Wellness Seekers - Fast followers that pay close attention to the latest wellbeing trends in order to improve their mind and body.
- Skew male, city dwellers
- More ethnically diverse
- Fast followers on fad diets
- Practice mindfulness
- Highly stressed and looking to reduce
- Very social media present on all channels
Better-way Believers - These are wholesome idealists focused on bettering their bodies and the planet through "the right way", "the better way", "the traditional way" or trying new "proven ways."
- Female and more likely to be Gen Xer or Boomer
- focus on eating a wholesome, “real”, “free-from” natural foods
- Eating healthy comes easier to them
- Into alternative and natural remedies
- Plant-based diets are better for themselves and the environment
Detached Traditionalists - Not into or up-to-date on the latest fads or wellbeing trends. They are more comfortable doing things the traditional way and using traditional products/ingredients
- Lower-income Gen Xer or a Baby Boomers
- Not trying to lose weight or follow any specific diets
- Not particularly stressed
- Care about the environment but find eco-friendly products and behaviors hard to follow
- They do focus on improving their sleep
- Looking to reduce sugar and high fructose corn syrup