admin, Author at Finding Answers Faster with Online Behavioral Research

June 30, 2020July 8, 2020

Quirks Event Virtual

Look for our exhibit at Quirk's Virtual coming up soon!

July 14 - 16, 2020

How do you capture the energy and excitement of a Quirk's Event with an online experience? Catching the pulse and leading edge of the industry through the presentations, formal and informal meetings, parties, side conversations, and exploring new venues with partners and colleagues are hard to duplicate. But we're adapting and helping clients move forward.

It will be different, but we give Quirk's kudos in advance for what we anticipate will be a warm and personal professional online "gathering". We hope to see you there and invite you to register as soon as possible before the July 10 deadline.

With virtual exhibits we can extend your list of presentations available. Find insights and DIY tools that jump start research to speed your market success.

Our showcase will include:

- Global Health & Wellness Behavior Webinar
- Introduction to the Behavioral AppStore
- Clarity through On-Demand Behavioral Research Webinar
- The Clean Label Ingredient Score Ebook (based on consumer perceptions of "clean label")
- Beyond Impossible: Behavioral KPIs Ebook

Also, collect points in the Event game and win a free behavioral report!

While this is a virtual conference, It promises to be busy and stimulating. We're excited for the many touch points available during the three days for personal conversations and roundtables that are a large value of these events.

You're invited to stop by our booth and see how we can improve your agility in the market with consumer behavioral insights.

Come meet Ann, Amissa, Kayte, Charles, and Jaclyn "on-site" to learn more.

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June 2, 2020June 11, 2020

Webinar 37: Global Health and Wellness Behavior

Presentation Date: Thursday, June 18 2 pm ET, (11 am PT)

Presenters: Greg Stucky, Chief Research Officer, and Jaclyn LaPoma, Sr. Research Director, InsightsNow Inc.

In this episode we take you international to look at the global influencers of consumer health and wellness choice. We will reveal common insights as well as key differences which make countries unique. We take a closer look at how COVID is fundamentally changing who and what we trust, why claims are more important now than before, and what type of health halos present new opportunities for brands to support people along their pre- to post-COVID Journeys.

We include information from China, Turkey, India, Germany, France, UK, Mexico, Brazil, Canada, and the US.

Please register and join us!

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June 1, 2020June 16, 2020

Webinar36: Immune Support & Health Management: COVID-19 Edition

Presentation Date: Thursday, June 11 2 pm ET, (11 am PT)

Presenters: Kayte Hamilton, Client Partner Director and Mark Stephens, Associate Statistician, InsightsNow Inc.

View Webinar

In this webinar, we continued our coverage of Clean Label Enthusiasts® and the impact of COVID-19. Supplements and vitamins have been an ongoing topic within our CLE community and the coronavirus pandemic has had specific ideas regarding immunity and overall health management. Earlier in the 2020 we established that about 1/3 of CLE made dietary changes in response to COVID-19; what have those changes looked like? What does “immunity” mean during a pandemic, and what else is part of their conscious effort to protect it? Answers below.

Before we dive into those outcomes, let’s recap who Clean Label Enthusiasts® (CLE) are:

Classified as a behavioral segment, differentiated by their attitudes and avoidances of products with artificial ingredients and other additives that they believe are unhealthy
They tend to read ingredient labels and avoid brands due to these concerns
CLE comprise 32% of the US general population

Defining Immunity:

Grounding ourselves in a formal definition, we compared this to how CLEs define immunity and what they feel impacts their immune response:

Merriam-Webster

Clean Label Enthusiasts®

A condition of being able to resist a particular disease especially through preventing development of a pathogenic microorganism or by counteracting the effects of its products.

· The ability of the body to resist and fight off infections and diseases.

· Immunity is the system that helps you not get sick. But if you do, your immunity helps you get well. Most of your immune system is tied to your digestive system.

· A protective defense mechanism to keep you from getting ill. Eating healthy and adding antioxidants to your diet. Fresh vegetables and fruits provide a healthy immune system.

We see clearly that CLEs draw a conclusion between their body’s natural defense system (“immunity”) and their belief that they may be able to influence their body’s response through what they consume. It’s also apparent that immune-impacting decisions fall into two broad categories:

Protection

Some behavior shifts are about protecting that natural defense system; things like:

Staying away from others (abiding by 6-feet social distance guidelines)
Wearing masks and/or gloves when out in public (to help prevent picking up germs on their person)
Exercising more (belief that being in a physically fit condition keeps immunity in check)
Sleeping more (sleep is the body’s natural ‘reset’ button)
Washing hands (while always a good idea, this has been a particular call of action during common cold/flu seasons and has been even louder due to COVID-19)

Strength

In addition to protecting, CLEs believe there are two key ways to boost an immune response during a specific time period, like this pandemic:

Improved diet (eating more fruits (specifically ‘citrus’), vegetables, and whole foods)
Adding vitamins and/or supplements

“I have been eating more veggies and fruits, and trying to stay away from red meat, as much as possible, and taking various minerals and vitamins, for an added boost.”

Focus on Boosting Strength

Dietary Changes:

In early COVID-19 (March 2020), about one-third of CLE mention making dietary changes as a direct action to maintaining their health. In a follow-up survey in present-day COVID-19 (June 2020), that number is consistent; 37% of CLE have continued to monitor what they consume to assert some level of control of their immune response to the coronavirus. (This consistency is one example of the reliability level we see throughout our time spent with this behavioral segment.)

Supplement Consumption:

While not all supplements are valid for an immune response; we polled CLEs to identify specific vitamins or foods they believe to be connected to immunity. Out of the 36 presented options, a snapshot on how some of these performed are below:

We also took a closer look at three different options: Vitamin C, Orange Juice, and Oranges. While it’s well-know that oranges contain Vitamin C – how they performed in the immunity associated test indicates that the whole food itself is not as strong as a Vitamin C supplement.

Immunity Association Test Explained:

To gather this intel, we used our Implicit/Explicit Test™ to evaluate how quickly it took CLEs to respond to a binary (yes/no) response for the immunity association. As part of the Modes of Thinking behavioral framework; we calibrate this timed exercise individually to determine the implicit and explicit response. More about InsightNow’s implicit tool may be found here.

Buying Behaviors:

During quarantine, we noticed a shift in buying patterns from an in-store purchasing model to online ordering. Part of this shift is due to those under stay-at-home orders and some lack of availability in stores. We didn’t see CLEs “stock up” or “hoard” these important immune-boosting products. Instead, we saw an uptick in online ordering in present-day versus “before COVID-19” timeframes. In addition to their online buying, Amazon and Walmart were the two leading retailers; however, a sizeable portion of CLEs also choose to buy directly from the source in places like Puritan’s Pride and Vitacost and their direct-to-consumer websites. We also saw other all-natural/better-for-environment companies like Swanson’s get mentions for supplement sourcing.

Trust in the Supplement Category:

CLEs trust in who they look to for supplement information about the supplement category was not impacted by COVID: they truest the supplement companies/manufacturers themselves. Most of this confidence is related to an overall belief that as label readers, the supplement category is regulated in their complete list of ingredients necessary to be printed on all bottles/packaging. This combination makes CLEs feel they are transparent in their manufacturing and testing processes.

“Usually [supplement company] information is backed up with research data and professional authorities.”

In Summary:

Some CLE have shifted their dietary behaviors to boost an immune system response to COVID-19. We believe this mindset is likely to continue as re-opening plans vary from state-to-state and the potential risk of a ‘second-wave’ is still on the horizon.

With this in mind, these CLEs are looking for ingredients such as Vitamin C, B12, and Zinc which they believe have a strong implicit association with immunity-boosting properties. In addition to supplements, they may also be looking for specific foods that mention these ingredients as part of their increased intake. Brands should consider highlighting these ingredients, specifically for online product listings, to grab attention of CLEs during this time.

Be sure to download the webinar to find out our final thoughts on the supplement & COVID-19 topic! For ongoing CLE & coronavirus reporting; subscribe to our tracker as we continue the conversation.

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May 8, 2020May 11, 2020

Coronavirus Impact on Food Behavior: Clean Label Eating on the Rise

As the novel coronavirus has made its way across the globe, we have watched the statistics mount describing its toll on human life and consumer markets. Much speculation is centering on what might become the new normal to help consumer product companies effectively pivot. As a behavioral research company, we are tracking not only coronavirus-impacted behaviors, but the whys underlying those behaviors. This disruption has led to two different research initiatives which are helping companies make those pivots.

First, we tracked a segment of U.S. primary shoppers called Clean Label Enthusiasts® throughout this initial period of the current crisis (and had been tracking prior to this disruption). These consumers are known to be lead indicators of broader shopping behavior change.

Secondly, we also took a November 2019 read of global primary shopper behavior as a baseline and compared it to a read in April 2020. This study compared the buying trends among primary shoppers in ten countries including the U.S., Canada, Mexico, Brazil, China, India, Turkey, France, Germany and the U.K.

What did we find?

Around the world, interest in clean label products is on the rise. More than half of all primary shoppers in China, Turkey and Mexico are Clean Label Enthusiasts®—consumers who preferentially buy products that are free of artificial ingredients and that support ingredients from natural sources...

For the rest of the story, please add your email here.

There's more information:

What countries are seeing change in Clean Label eating and how much?
How is trust in news sources for food information different across different countries?
How has trust changed due to the pandemic?

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April 27, 2020April 27, 2020

InsightsNow Ongoing COVID-19 Report Release- April 2020

InsightsNow releases ongoing study of change in clean living behavior in response to COVID-19

Research examines behaviors of Clean Label Enthusiasts® during the pandemic by looking at previous, current and future mindsets, trade-offs, and motivators

23 April 2020 – Chicago, IL – InsightsNow, a behavioral research firm, has announced an ongoing study with their proprietary Clean Label Enthusiasts® consumer research community, “COVID-19 Tracker on Clean Living Behavior.” The study provides insights into the swiftly changing landscape of clean living behaviors during the novel Coronavirus pandemic by tracking behavior pre-pandemic, current short-term shifts, and potential permanent changes. Insightsnow's Clean Label Enthusiast® (CLE) community of primary shoppers, identified to be driving the clean label movement, provided responses to give lead indicators into changing behaviors now—and those anticipated in the future.

“By leveraging our existing community of trendsetters, we are able to find answers quickly during a time when brands must pivot quickly,” said Greg Stucky, Chief Research Officer of InsightsNow. “One of the key aspects of this study is how we are able to look deeply at a leading set of primary shoppers and evaluate their behavior over time, including pre-pandemic. We are also discovering how the current health situation is putting increased momentum behind the overall clean label movement.”

Results show a timeline of behavioral changes in response to COVID-19.

Starting the week of March 9 in the U.S., the CLE community started making changes to their diets due to the novel Coronavirus. 36% of CLE were already making changes in vitamins and supplements (65%), and diet and lifestyle (48%).
During the last week of March, the study began to track consumer emotions regarding shopping for grocery and household items with 45% reporting frustration and worry, with satisfaction levels decreased to only 12%. By the third week of April emotions were improving with only 25% reporting frustration, and satisfaction up to 33%.
Higher purchase rates during the first week of April occurred in some categories, 15% buying more eggs than pre-pandemic, and 13% buying more bread products and salty snack items.
During the second week of April, CLE reported their day-to-day behaviors continuing to evolve. 22% utilized at home delivery of groceries most often, up from 9% pre-pandemic. There were increases in purchasing of comfort foods like desserts and sweets.
By the third week of April emotions were improving with only 25% reporting frustration, and satisfaction up to 33%. The percent increase in online ordering is starting to level off with 26% shopping for groceries online most often.

Behavioral data for this ongoing report is being collected from the company’s proprietary research community of Clean Label Enthusiast® (CLE)—primary shoppers with a specific set of behaviors around the clean living movement that influence their buying decisions. Some of these behaviors include inspection of front and back product labels, ingredient beliefs about clean products, and advocating for the food industry. This ongoing study includes 500 members of the U.S. based community, with insights gathered through qualitative engagements and quantitative surveys.

To view ongoing updates to the study, users can gain access here: https://lphs.insightsnow.com/subscribe-cle-behavior-virus

Timeline Updates

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February 21, 2019April 25, 2019

Webinar-Going Behavioral with Implicit / Explicit Testing

Implicit testing - Emotions activate decisions

Research Applications of Implicit Measures of Emotions

Where are unique applications of implicit testing that provide the needed insights to speed innovation?

View Here

Date: Thursday, March 7, 2 pm ET

Presenter: Greg Stucky, Chief Research Officer

Research participants, as well as most people, want to give "right" answers, especially if asked to predict their future behavior. With this challenge, how do you dig deeper and elicit honest, accurate predictors of their acceptance of products or ingredients?

Implicit testing leverages context to measure emotional and rational reactions which motivate decisions and behavior, especially acceptance vs avoidance behaviors. This has a particular application with Clean Label Enthusiasts, providing insights into acceptance or avoidance of ingredients or component materials.

In this webinar, you'll learn:

How implicit/explicit testing works and examples of analytical and interpretation methods.
What questions are best suited for this approach.
How to differentiate products quantitatively based on their emotional impact profile.
How you can amp up your research with implicit testing.

Please join us for 30 minutes and bring your questions. Imagine where you can apply this research approach to your innovation and marketing challenges.

We hope to see you there,
The Team at InsightsNow

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January 23, 2019January 23, 2019

Clean Label – for Pets, too!

Pet Foods - A Clean Label Deep Dive

Headlines tell the story. “Human food trends driving pet food product innovation” —PETFOOD INDUSTRY.COM

Who are these Clean Label pet owners? How does the industry understand and deliver specifically what they want?

We asked pet owners in our Clean Label Enthusiast Community about their attitudes, habits, and priorities for providing their pets with "Clean" foods and treats. We found many insights to share regarding what they regard as safe, natural, and high quality.

Find the Case Study here

Download (PDF, Unknown)

Also, view the webinar where you’ll learn:

- Thoughts and beliefs of Clean Label pet owners
- Attributes that are most important in products and Clean Labels
- Why they trust and mistrust products/brands
- Ingredients seen as Clean or Not Clean
- Claims that resonate well or are suspect to buyers
- Trends to watch in the future

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January 16, 2019March 5, 2019

Webinar- February 2019 Hopes, Dreams and Resolutions of Clean Label Enthusiasts

Hopes, Dreams, and New Year’s Resolutions from Clean Label Enthusiasts

How are they changing going into 2019?

Date: Thursday, February 7, 2 pm ET

Presenters: Dave Lundahl, President and Julie Quante, Research Director

It’s January and everyone is still trying to dive into their new resolutions. As we move into 2019, we are curious about how the behavior of "free-from" consumers will manifest in the New Year and how it differs from their intentions and behavior last year. These Clean Label Enthusiasts consumers look for food and personal care products with simple, healthy, "clean-label" ingredients.

Join us for a view of how Clean Label Enthusiasts in our custom community are changing and how they envision their future – their hopes, fears, and resolutions. As this vocal, passionate consumer base is shaping general expectations for clean product labels, we want to help future-proof your business in light of these insights.

In this webinar, you'll learn about:

Changes in "Clean Label Enthusiasts" (CLEs) urban/rural consumer trends
Differences in emotional and behavioral frameworks between CLE's and non-CLE's
Upcoming and current purchasing behaviors toward product categories
Research approaches to learn what trade-offs these consumers will accept

Please join us for 30 minutes to learn ways to keep your business ahead of the trends. InsightsNow CEO, Dave Lundahl, will share some of the newest insights into this leading-edge segment's behavior and how you can apply this research approach to your innovation and marketing challenges.

We hope to see you there,
The Team at InsightsNow

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November 15, 2018December 19, 2018

Webinar -Dec ’18- Leveraging the Power of CATA

Sensory Diagnostics with a Behavioral Mindset

Taking Advantage of the Power of CATA Questions in Product Assessments

(check all that apply)

Presented by:

Sarah Kirkmeyer, Sr. Director Client Partnerships and Greg Stucky, Chief Research Officer.

Presented: Thursday, December 6

Getting more for less!

We constantly struggle to capture all the information we want from consumers, while keeping them fully engaged throughout the questionnaire. One simplified approach is to use fewer scales and more CATA questions. In comparison to scalar questions, CATA questions are simple to execute and generate fewer sources of error.

When care is taken to manage the mindset and system of thinking the consumers are in when answering CATA questions, and when modern analytics are applied, it is possible to build a shorter questionnaire while delivering more information.

In this webinar you'll learn:

- Tips and tricks for getting the most out of CATA questions
- Narrow your list of attributes to focus optimization efforts
- An example of how CATA was used to replace JAR scales deliver greater depth of attribute insights for product innovation

The presentation is available by registering through the button above.

Hope to see you there!

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June 18, 2018July 20, 2018

Webinar 11 – July 2018- “Don’t Use That! Clean Label Movement: Non-Food Personal and Home Care Product Impact”

Presented by: Sarah Kirkmeyer, Sr. Director, Client Partnerships and Karen Lynch, Sr. Director, Qualitative Insights.

Presented Thursday, July 12, 2 pm ET

View Webinar Here

Clean label consumer decisions extend beyond food and beverage industry… Today’s shoppers—and the Clean Label Enthusiasts (CLE) in our online research community—are also looking for clean labels on the products they use for personal care and in their home. We are now conducting deep dives with consumers in specific non-food categories to uncover deeper, faster insights for product innovation and development in these sectors.

In the context of non-food categories, during this webinar we’ll share with you:

How CLEs define a clean label
Brands that are doing a great job of meeting CLE needs
Ingredients manufacturers should avoid to maintain a positive perception among this growing segment of the population.

Please join us for a webinar which will highlight some of the key findings from our research with Clean Label Enthusiasts in five non-food categories: Oral Care, Home Care, Hair Care, Fabric Care and Body Care.

Hope to see you there!

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