How consumer research is moving into the home

We are seeing some exciting trends in the research arena in addition to specific health areas such as the microbiome. A recent trend is to use text analytics to conduct research to understand behaviour. For example Noom recently published a study which correlated the language used in the online notes and communication with the coach with the amount of weight loss. This research used Natural language processing to identify keywords and networks.

Personalised nutrition company Zoe published their study using a real-world evidence approach on women going through menopause and demonstrated that they have altered glucose control.

In another recent review that looked at studies published between 2003 - 2021 found out of the 71 published studies 31% of social media studies were published in the US and only 3% were conducted by nutrition experts.

Next year we will see more studies adopting a decentralized approach to include more consumer groups who have been traditionally hard to reach. In addition, there will be more focus on including women in research. For example a recent study by Globaldata already demonstrated that trials in women´s health are leading the way.

In 2023 we will see more companies investing in digital consumer studies to demonstrate effectiveness and impact.

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