How brands can get more context about the impact of weight-loss drugs
GLP-1s have the potential to transform not just Americans’ diets, but their broader lifestyles and cross-category consumption habits. To get the complete picture, brands need human-centric research, says Ipsos’ Alexandra Stiver.
GLP-1s and related weight-loss drugs are changing many Americans’ relationships with food and health. But that impact is multifaceted and highly variable, meaning brands need observational, human-centric research to understand the stakes for their businesses.
It’s one thing to view GLP-1s in aggregate, whether through the lens of sales data or medical case studies. But it’s increasingly clear that these treatments can have unique and highly personal effects on patients’ lives, from what and how they eat to how they spend.
Face-to-face ethnographic research offers a window into the real-world context in which GLP-1 medications are used. This can help brands understand the challenges that people living with obesity and related diseases like diabetes face, while using GLP-1s, from managing medication to making lifestyle changes — and can help them stay in touch as consumers’ wants and needs evolve.
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