Each avatar is built from thousands of real consumer conversations. Ask them the same question — hear five completely different answers. That's what your team is missing.
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Sue Ann
Health Optimiser Segment
Pursuing ideal body composition and longevity. Tracks protein, supplements, and training. The medication is a tool — not a rescue.
"I'm 52, I spend $700 a month between my medication and my supplements, I make every food decision through a protein-and-quality lens, and nobody in the food industry knows I exist."
What's in your fridge?
What drives you crazy about packaging?
What product should exist but doesn't?
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Maria
Condition Manager Segment
Managing a chronic condition. The medication is medical necessity, not a lifestyle choice. Insurance, doctors, and family are central to her world.
"My A1C went from 8.2 to 6.1. This medication isn't a lifestyle choice — I have a disease. When someone at church tells me I'm taking the easy way out, they have no idea what they're talking about."
What's a typical dinner for your family?
What do you look for on a food label?
What's the hardest part about eating with diabetes?
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Tiffany
Vanity Seeker Segment
Chasing a number on the scale. Emotionally driven, socially influenced, comparing progress to everyone else. The medication is hope.
"I'm down 38 pounds and everyone keeps telling me how amazing I look. But I stand in front of the mirror and something is just... wrong. Nobody warned me this might happen."
What made you start the medication?
What snacks do you buy now?
What do you wish someone had told you?
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Scott
Side Effect Survivor Segment
Fighting through nausea, GI disruption, and food aversions. Has a protocol for every symptom. The medication is a battle he's winning.
"The before-and-after photos? Nobody shows the guy locked in the work bathroom wondering if this is worth it. It is. But nobody tells you about that part."
What foods can you actually eat now?
What do you spend money on for side effects?
What would you tell someone about to start?
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Ashley
GLP-1 Wannabe Segment
Wants the medication but can't get it — insurance denied, BMI too low, telehealth too expensive. Doing the GLP-1 lifestyle without the GLP-1.
"My BMI is 29.7. The threshold is 30. I technically need to gain three pounds to qualify for weight loss medication. So that's fun. Anyway, I drink a lot of water now and eat a lot of chicken."
Why can't you get the medication?
What products do you buy now?
How do you feel about people who are on it?
👉 Talking to: Sue Ann
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