This may surprise you. We don’t know everything.

Health decisions are anything but black and white. Instead, a grey area exists. It's where the inner dialogue happens: "Shall I hit the gym? Or relax and watch TV?" "Do I make a balanced meal for my family? Or take a spin through the drive-thru?" Understanding the grey area is critical to developing smart brand strategies. So we did what any other passionate brand development company would do. We commissioned our own research study to learn more about the grey area. Specifically, we wanted to gain insight into what influences the health decisions people make. Our focus? Moms. After all, they're the primary decision makers for household health and nutrition choices.

Our method to the madness
We began with an extensive online survey of more than 300 moms to understand how they define healthy habits and the role they play in family health decisions. But because human behavior doesn't present itself solely in nice, neat numbers and statistics, we also talked to moms in their homes. Our objective was to get inside their heads (and refrigerators and pantries). This ethnographic research revealed some of the most compelling insights. For example, moms shared that if a healthy snack has been eaten, it justifies the consumption of additional unhealthy snacks. As one mother put it, "I make sure I eat two pieces of fruit a day. Even though I snack a lot, I know I've at least done something good for me."

Seeking the experts
Our study was also informed by an advisory board of prestigious public health and nutrition experts, including a PhD candidate at Harvard Business School, a clinical dietician, and the program director for the Behavioral Research Program of the National Institutes of Health. Their expert opinions, combined with our primary and secondary research, resulted in rich insight into the complex psychology of "Dr. Mom."

Grey is the new black
Our Grey Matters™ proprietary report is a synthesis of our findings. To learn more about this report, contact Remedy President, Carol McCarthy.

PHOTO FROM ETHNOGRAPHIC RESEARCH:

REFRIGERATORS AND CABINETS PROVIDED INSIGHT INTO THE FOOD CHOICES MOMS MAKE.

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Research disguised as an engaging offsite

The Remedy Brand Summit. For our clients, it's a day focused on the future of their brand. For Remedy, it's a critical part of our upfront research and strategy phase. As client stakeholders participate in small and large group activities, Remedites facilitate discussion, draw out new ideas and capture every word. In one day, we walk away with group input and alignment that otherwise can easily take weeks.

Diverse people = diverse ideas
By design the Brand Summit brings together client-side stakeholders who usually don't work together. We've found that when you have a mix of disciplines—from executive leadership and marketing experts to clinical and customer service staff—the discussion is richer and the ideas are better. Many times it's the first opportunity members across an organization have had to focus on critical strategic issues impacting the future of their brand.

Offsite, out of mind
We make a point to hold the Brand Summit offsite, often at Remedy's office, allowing everyone to focus completely without distractions. Stepping outside the organization's walls also shakes things up and gets participants thinking creatively.

Keeping the ideas flowing
Rather than sit in a conference room all day, Brand Summit participants are busily engaged in creative activities around the office—from group brainstorms to exercises involving paper and glue sticks. And if we've structured the day right, by 5pm, the walls are covered with notes and our heads are spinning from all the great information.

REMEDY'S MOST RECENT BRAND SUMMIT WAS IN OCTOBER, FOR NEW CLIENT ROSECRANCE HEALTH NETWORK, AN ADDICTION TREATMENT FACILITY.

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New VP of Strategy joins Remedy

After an extensive search, Remedy has selected Mary Paskell as our new Vice President of Strategy. Mary is already busy bringing value to our clients with her marketing expertise—a testament to her endless energy and enthusiasm.

Prior to Remedy, Mary has held numerous marketing leadership positions in which she's been responsible for bringing key strategic insights and direction to marketing and branding initiatives.

Her experience and leadership will further expand Remedy's ability to differentiate our clients' brands and help grow their business.

READ MORE ABOUT MARY

Taking research on the road

Remedites took a ride on the wild side and headed to the Harley Davidson Museum in Milwaukee. This onsite visit was a great case study on how this American icon integrates its brand within its own physical space. The museum hallways are more like open roads and the décor in the cafeteria consists of disassembled bike parts.

Remedy in Brandweek

Remedy Chief Creative Officer, Deanna Stallsmith, wrote an article for Brandweek. Her article highlights Remedy's point of view about the state of branding in the health space and what many brands could be doing better.