Welcome to your consumer's mind!


Whether you are a startup entrepreneur planning to launch your first product or a marketing or innovation executive in a global organization planning to relaunch an old brand, the challenges of launching a brand are the same. 

We know that only 20% of the new launches of healthy products make it to their 2nd year on the shelves.

That is typically due to a lack of understanding and misalignment of the 4 simple factors that every consumer takes into consideration when choosing a product at the point of purchase.

In this essential course, you will be introduced to FourFactors® of Success, an effective framework born out of the need to understand what was driving consumer choices for healthy products.

The course is based on video lessons and Worksheets. You can access them below.

Course Curriculum

  Welcome to Consumer Thinking!
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  The FourFactors® of Success
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  How to use the FourFactors® to your success
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This course will help you:

  • Gain understanding of the complex equation that goes through consumer mind when choosing a product
  • Understand your consumer possible relationships to health and nutrition
  • Validate your current idea
  • Jumpstart your new project
  • Unlock Innovation Success

Hi, I’m Peter Wennström

I'm the creator of the FourFactors®, the Founder of the HMT, and I'll be your instructor here. I will guide you on your journey and share with you the secrets of success from having personally run projects in 51 countries with everything from national startups to global mass market corporations.

With over 25 years of experience in international brand management and consultancy in nutrition, health and wellness, I am regarded as one of the world’s leading experts in food and health marketing and have authored several books and industry guides on the subject.

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