In today's episode, we dive into the enigmatic world of understanding healthcare consumers with Dr. Justin Barclay, Head of Consumer Insights at Tivity Health. Dr. Barclay shares his trailblazing journey from academia to the front lines of using data and analytics to demystify the "elusive consumer." With a fusion of primary research, advanced analytics, and emerging AI capabilities, Dr. Barclay and his team are cracking the code on personalized healthcare experiences tailored to individual goals and needs. He unveils surprising insights into the tech adoption trends of older adults, shaking up stereotypes and revealing an untapped appetite for wellness solutions beyond traditional fitness. Dr. Barclay advocates for a "circular insights cycle" that melds qualitative and quantitative methods to truly understand and serve healthcare consumers, especially the rapidly growing Medicare Advantage population. His relationship-centric approach empowers meaningful two-way dialogue to co-create solutions. From the evolving definitions of wellbeing to the ethical implications of AI in healthcare, this thought-provoking discussion covers the frontiers of human-centered data science. Gain an inside look at how Tivity Health is pioneering independent longevity for seniors through deep consumer relationships and cutting-edge personalization. Don't miss this inspiring episode!