YEAR
2022-2023
MOTIVATION:
GOALS, PAIN POINTS, & STRUGGLES
To streamline the process of gathering success stories for Metabolic, we implemented two-way video interviews in Spring of 2022. This allowed us to engage with our customers in real-time as they experienced the program. This approach encouraged new participants to "define their why" and pinpoint their intrinsic motivation for staying committed to the program. By posing these questions, we gained direct insight into their most significant challenges, goals, and motivations.
RESEARCH METHOD
VIDEOASK INTERVIEWS
The original plan was to find a way to automate the collection of success stories. We would message customers at key moments in their Metabolic Renewal journey, pulling them into our 2-way video interview flows.
This would allow us to capture customer wins along the way rather than waiting until the end of their program. Additionally, this would provide us with authentic and nuanced customer research and understanding.
Lora, would ask targeted questions via VideoAsk during three key moments in the program: "Finding Your 'Why'" at the beginning, "Progress Check-Ins" during the program, and "Share Your Success Story" at the end.
Lora's openness and excitement encourage a candid conversation, making our customers feel comfortable sharing their goals, struggles, and fears.
We've only launched the start of the journey interview flow: "Finding Your 'Why'". Regardless, it has allowed us to truly understand our customers' motivations.
BACKGROUND
Our Customers have
"Real Talk" with Lora
FINDING YOUR ‘WHY’
We know that finding intrinsic motivation is key to staying committed to a 12-week program like Metabolic Renewal. That's why we ask simple yet powerful questions that help our customers uncover their true motivations for making the change. At the same time, we learn about their specific goals, their biggest pain-points, where they have struggled in the past, and other programs they have tried.
Through this conversational interview, Lora gets to the root of why our customers have decided to start the program. She offers words of wisdom and motivational encouragement. Our customers follow suit by opening up and sharing their most authentic selves.
By uncovering their true motivations, we learn that it's not just about losing weight or fitting into their old jeans - it's about having the energy to play with their kids, building confidence after a tough divorce, or maintaining health and happiness as they get older.
This underlines that every customer is unique, however commonalities bubble to the surface.
KEY LEARNINGS
Three distinct groups have bubbled to the surface.
All three groups have "weight loss" as their number one goal, however they have unique reasons, sub-goals, and challenges.
PRE-MENOPAUSAL WOMEN
We've found that women in the pre-menopausal stages (HT 1-3) are often motivated by a desire to make transform the shapes of their bodies. The are not as motivated by the less visible, quality-of-life benefits.
PAIN-POINTS
I've tried everything... I may lose a little at first, but I gain it all back ,and then some!
Programs that used to work for me, don't anymore.
I just keep gaining weight. It’s like there is something I just don't understand - I feel like I'm doing everything right!!
GOALS
I want to lose weight AND inches.
I want to get my body back.
(Pre-pregnancy)
I want to feel good in my own skin.
I want to take care of myself.
PAST DIETS OR PROGRAMS
Keto
Paleo
Calorie Counting
Beach Body
Gym Membership
BARRIERS
Hormones & Metabolism
Something has changed and I don't know what it is.
Low Energy
I don't have enough energy to workout.
Sleep
I don't get enough.
Lack of Results
I try really hard but don't see results.
Not Enough Time
Life just seems to get in the way.
And I've led a pretty crazy busy life and it's very, very hard to get it weight off. I've tried a million different things, keto, diet stuff like lots of people, pills, patches, I don't know, you name it. And nothing seems to help with the belly fat at all stress. I would say that's really the main reason is just to be able to feel better, to be healthier, to be able to move around more. I'm 37 years old and I just would like to live the rest of my life in a much healthier manner from here on out.
Well, I'm here first and foremost, because I don't like the woman that I see when I look at myself in the mirror. So my very first goal is to be able to look at myself and say, hey, you're pretty, you're strong, you have energy, you have life. And my second reason would be to keep up with my five year old son. He is just a big ball of energy.So just trying to keep up with him, because right now, I do spend a little time with him, but I get tired pretty quickly, or I'm just tired from the onset. So he doesn't even bother to ask me to play or do certain things with him. And I want to change that.
And I joined this program because it offered a solution for hormones which was something I wasn't really privy to. I never really paid attention to that side of myself. But once I turned 40, something it became an issue. The weight came on. And most importantly, I joined this program because I wanted to feel good in my skin and I want to be strong and really take control of my body.
The reason I'm doing this is because I have two young kids. I don't sleep well, and I'm really not super happy with the way that I look in the mirror. So just want to feel happy, well rested, and feel good in my own skin again.
KEY TAKEAWAYS FOR THE PRE-MENOPAUSAL GROUP
SEEKING TRANSFORMATION IN THE FORM OF WEIGHT LOSS
This group is seeking transformation. Most of the women in these videos mention weight loss as a goal, but we know that this program may lead to much more than just weight loss.
LOW ENERGY STANDS IN THIER WAY
These ladies have goals of increasing their energy so they can do the workouts they want to do… They want to have good sleep and know it will positively impact all the other areas of their lives.
UNDERNEATH IT ALL, THEY JUST WANT TO BE HAPPY
These ladies ultimately just want to have happier lives. They point to weight gain as the blocker to their happiness… Like they were happier when they were thinner, and they want to get back to where they were. A common sentiment is "I don't recognize who I see in the mirror."
THEY DON'T WANT TO WASTE THEIR TIME
These women are skeptical, but hopeful. They have tried so many different weight loss programs or diets in the past and have found little success. They may have lost 10-15 lbs, but as soon as they go off plan, the weight comes back. They don’t understand where they are going wrong and want a solution.
HOPEFUL & EXCITED THAT HORMONES MAY BE THE KEY
Many of these ladies feel lost. Things they used to do in the past, no longer work for them. They exercise and diet and don't see the results they are after. The know something is going on with their bodies, but they don't know what. After hearing Dr. Jade, they are excited and hopeful that they have found the answer.
PERI- MENOPAUSAL & MENOPAUSAL WOMEN
This particular group of participants (HT4 - 6) share a common goal with their pre-menopausal counterparts: to transform their bodies. However, their focus is on undoing the damage caused by hormonal changes, which has left them in a state of extreme distress and desperate for a solution. They struggle with new, uncontrollable weight gain, hormonal imbalances, extreme stress, and anxiety. Despite trying various methods, nothing seems to work, leaving them feeling deeply upset and frustrated.
PAIN-POINTS
I just keep gaining weight. It’s like there is something I just don't understand - I feel like I'm doing everything right!!
I don't recognize myself in the mirror.
Nothing seems to work.
Something's got to give!
GOALS
I want to reverse this hormonal weight gain!
I want to get rid of this belly fat.
I want to feel better.
I want to like what I see in the mirror.
I have to get my hormones under control!
PAST DIETS OR PROGRAMS
Everything under the sun.
Exercise
Gyms / Personal Trainers
Running
Keto / Low Carb / No Carb
Low Fat / Low Calorie
Other Weight Loss Programs
BARRIERS
Hormones & Metabolism
Something has changed with my body and I can't seem to get ahold of it.
Stress & Anxiety
I am not in control of my own body and I feel completely lost.
Low Mood & Motivation
I am at wit's end and I feel like I'm losing hope.
Lack of Results
I try really hard but don't see results.
...My body, pretty much went for crap. I keep on gaining weight and anybody that knows me, [knows] I eat super clean and I work out. Something's got to give because I can't keep on continuing like this. I am absolutely... Just so upset and the depression and anxiety from all this is just been unbelievable. And I'm sure there's other women, just like me and can't figure it out.
...noticing a lot of changes in my body, not just because I turned 50, but just seems like it's hitting me all of a sudden. And I'm just tired of looking in the mirror and not and feeling bad about myself when I look in the mirror. It's time to make a change. I'd like to make a lifestyle change so I can get the weight off and maintain that and not have to keep trying all of these different programs to help me lose weight. I've tried so many over the years. I [want to] feel better about myself, feel better about how my clothes fit, and just I've always had a poor body image, and I want to change that. I want to feel good about myself.
I'm here because I am really unhappy with myself. I have lost weight, put on weight. I feel disgusting in my skin. I've got such big legs. I've got lipidemia, I've got a big bum. I have no energy. I'm tired all the time. I get quite stressed. I have crohns. I want to lose weight. I want to feel energized. I want to feel better about myself. Something's not working. I'm 48. I'm not quite menopausal, but I'm pre menopausal. And I just feel terrible. I need some help. I need some guidance. And I know that what I'm doing isn't working. I need help.
I'm going through a menopause, and it seems like I'm just packing on the pounds, and nothing seems to be working, and I just feel no motivation or no energy you to do anything. And I know it's my hormones. I know for a fact going through Menopause, I just had a partial directed me. So it's this is just pounds keep adding and adding and adding.
KEY TAKEAWAYS FOR THE PERI-MENOPAUSAL & MENOPAUSAL GROUP
IT DOESN'T MAKE SENSE TO THEM.
This group is taken aback by the changes occurring in their bodies. They deal with uncontrollable weight gain, particularly around their midsections, despite maintaining consistent diets and exercise routines.
THEY ARE AT THEIR WIT'S END
These women are desperate to regain control over their bodies, feel good in their own skin, and improve their overall well-being. However, their current experiences contrast starkly with these goals. They face newly unexplained weight gain, deep frustration with their appearance, and an array of emotional upsets like stress, anxiety, and irritability. All exacerbated by their current situation.
MOTIVATION IS DWINDLING
These women face the greatest challenges among the three groups, but their determination remains strong. Having tried various methods without success, they remain highly motivated to find a solution, albeit feeling increasingly hopeless in their search.
HAVE PRIVATELY THOUGHT OF MENOPAUSE AS "THE END"
Many of the women in this group mention "not wanting to give up on their lives just yet." In essence, menopause may have been thought of as the end of their youth, or as the end of their best years. For these women, abandoning their pursuit to look good and feel better about themselves equates to giving up on life altogether, and they are not at all onboard with that.
POST MENOPAUSAL
WOMEN
We've found that women in the menopausal or post menopausal stages (HT 7) are often more motivated by the quality-of-life benefits that come from losing weight. They definitely still want to look good, but they focus more on wanting to "feel good".
PAIN-POINTS
I don't have enough energy for exercise.
Things have changed. I can't seem to get things back on the right track.
I just keep packing on the pounds and nothing seems to help.
I'm lost. I need help. Nothing seems to work.
GOALS
I want to feel good again.
I want to be healthier.
I want to be stronger and more mobile.
I want to like what I see in the mirror.
As I get older, I want to have the ability to do the things I want to do.
PAST DIETS OR PROGRAMS
You name it, they've tried it.
Weight Watchers
Keto
Restrictive Dieting
Calorie Counting
Gym Membership
Walking
Shakes & Meal Replacements
Diet Pills
BARRIERS
Low Energy
I just don't have enough energy to workout.
Poor Mobility
Aches and pains limit my movement.
Sleep
I don't get enough.
Lack of Results Kills My Motivation
The weight just doesn't budge.
I am turning 62, approaching retirement. I spent a lifetime taking care of others and raising children in. And of course, I am now post menopause. I just want to have the energy I used to have. I want to be able to do the things I want to do. Sleep better, definitely sleep better. And there's a lot of aches and pains that I really don't need. The foggy brain I can do without.
Here am 44 years old. I want to feel better. I don't want to have pain in my joints anymore. I want to just be happy and just live life without worrying about if I sit too long, I'm going to have pain when I get up or having to walk around and not be able to breathe. Tired of being tired. I appreciate your energy and I want to have that energy as well. So many things that I want to make my life better and I know by getting healthy that will help.
I am 46 years old. I'm a mother of four, and I'm the daughter of a mother who died at 56. A lot of the health issues that I've had remind me of health issues that my mom had. And I don't want to die in ten years. That's why I'm here. It's pretty simple. I have grandkids, I have kids. I have a whole lot of life left to live, and I want to be healthy enough to do so. That's it.
I turned 55 in April, and I've struggled for years with weight loss and energy. And recently, I've been having quite a bit of sleep problems. Just like he said in the video, I wake up at 02:00 A.m. I can't remember the last time I got 8 hours of sleep. But primarily, I'm concerned about strength and flexibility. I've joined gyms and never really stuck with it. I don't have a workout partner. I'm a working single mom. I still have one teenager in the home, and I'm starting to think about both retirement and grandchildren. And I want to have the strength and the energy to enjoy both.
KEY TAKEAWAYS FOR THE POST-MENOPAUSAL GROUP
MORE THAN JUST WEIGHT LOSS
These ladies tend to be in their 50s, 60s, 70s. They may have concerns around how they look, but ultimately, they just want to feel good and live healthier, happier lives. Weight loss may still be their primary goal but the see it as the key to increasing their quality of life, and ultimately happiness.
ENERGY & SLEEP ARE BLOCKERS
They struggle most with energy issues, and they likely struggle with their sleep. If they can boost energy, possibly through fixing their sleep, they can stick to a program like Metabolic Renewal.
ACHES & PAINS STAND IN THEIR WAY
Mobility issues show up often with this group. Aches and pains get in the way of their movement and workouts. Walking was a big selling point for them in signing up for Metabolic Renewal.
FRUSTRATED & SKEPTICAL
In the past, these ladies have tried everything under the sun: Diets, exercise programs, shakes, naturopathic physicians, pills. They are frustrated and are looking for something new to help them get to their goals: Look better, feel better, be healthy and happy, live longer.
