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Quirk’s article – Behavioral frameworks essential tools in delivery of behavioral research insights

In the January issue 2019 of Quirk's Research Review Journal Dave Lundahl showcased a core basis for InsightsNow's research methodologies, that when one understands the essence of behavioral research through behavioral frameworks, you can better deliver the actionable insights that you promise.

Dave highlighted frameworks developed and used by InsightsNow that have proved valuable - the Habit Flywheel™ and the Emotions Insights Wheel™

INI Habit Flywheel
INI Emotions Insights Wheel v6

This framework lens helps researchers apply the most appropriate methodologies and interpret the results for useful insights more quickly.

Read the article here.

Download (PDF, 205KB)

 

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The Society of Sensory Professionals 2018 Conference is the place to be!

Are you attending the SSP conference at the Hilton in Cleveland?

If so, we are all over the show and hope you can join us.

 

Join us to get a sneak peek at what we've been up to this past year with our Clean Label Enthusiasts™ research community and what's in the pipeline. This unique research community from InsightsNow is made up of “forward thinking” primary shoppers in a rapidly growing consumer segment—with distinct points of view about ingredients, claims and brands. The community gives you the opportunity to quickly find answers and insights to solve your business challenges—and respond in an agile and effective manner to consumer demands.     To learn more, email us at info@insightsnow.com.

Wednesday evening, we’ve got something special planned for you, starting at 8pm. We want you to join us, but there are some fun parameters – to learn more about your “password” to attend, click here.

And the fun continues!   On Friday, September 28 at 8:30am, we are hosting an SSP Workshop: “Advancing Sensory Science by Integrating Perceptual, Cognitive, and Behavioral Psychology” with Dave Lundahl, CEO & Founder, InsightsNow; Alissa Galatz, Senior Sensory Scientist, Tyson; Mimi Sherlock, Global Director, Strategic Insights, International Flavors & Fragrances; and Greg Stucky, Chief Research Officer, InsightsNow.

Click here for more information https://ssp.confex.com/ssp/2018/meetingapp.cgi/Session/1066

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New Behavioral Research Approach: PlayFULL Insights®

Innovative qualitative approach supports consumer-driven product development ideation and facilitated problem-solving for marketing and brand strategy research 

Press Release

28 August 2018 – Chicago, IL 

 InsightsNow, a behavioral research firm, has added an innovative new approach to the qualitative research toolbox offered to their clients, PlayFULL Insights® (PFI). PFI is an application of the LEGO® SERIOUS PLAY® method—a facilitated thinking, communication and problem-solving technique where participants use LEGO® bricks to build stories in response to a trained moderator’s carefully-crafted questions. 

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PlayFULL Insights® fosters “prospective thinking”—a mode of thinking identified by psychologists as “System 3”—one of three ways to make decisions. Two other types of thinking are “System 1” where people make decisions fast using intuitive, more impulsive mental processes and System 2 where decisions are made more slowly using rational processes. Prospective “System 3” thinking involves remembering the past to anticipate future outcomes—where motives for decisions are based on anticipatory emotions such as desire, hope, fear and intrigue. 

Photo by Kelly Sikkema on Unsplash

 “PlayFULL Insights allows participants to use fresh new thinking as they build, share and reflect upon their personally created 3-D models,” said Karen Lynch, Senior Director of Qualitative Insights at InsightsNow and original co-creator of PFI. “Stories about their models becomes the basis for group discussion. By using this unique and innovative method, new and actionable insights are uncovered, and clients can amplify the wisdom they seek for their market research initiatives.” 

 With PFI, participants cycle through rounds of play—using Lego® bricks to create models that represent anticipated outcomes and feelings about projected use moments; describe how conceptual products and anticipated solutions might be applied; illustrate what products and solutions might look like; or indicate point and counter points to various positioning or statements of logic. This play-based, behavioral methodology helps accelerate the discovery of solutions to business challenges.  

 PFI was developed by Karen Lynch, and Siri Lynn of Idea Exchange, in 2016. That same year, PlayFULL Insights was awarded the Next Gen Market Research (NGMR) Disruptive Innovator Award—an award that recognizes the demonstration of harnessing disruptive innovation to drive research industry progress.

 “We are thrilled to welcome PlayFULL Insights into the InsightsNow toolbox of unique, behavioral and psychological research approaches,” said Dave Lundahl, Founder and CEO of InsightsNow. “The approach correlates with and enhances our other agile techniques, all with the goal of getting to insights faster for our clients.” 

Contact us to learn more.

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InsightsNow Announces Expansion of “Clean Label” Research to Personal Care and Home Care Products and Ingredients

Insights from proprietory “Clean Label Enthusiasts” behavioral research community grow beyond food categories 

5 July 2018 – Chicago, IL – InsightsNow, a behavioral research firm, has expanded the scope of current research on the free-from movement beyond food and food ingredients to include non-food categories in the personal and home care sectors. With growing consumer concerns about unhealthy chemicals being ingested, breathed in from the environment, or absorbed through the skin, we see increased demand for products in all categories that are “free-from” allergens and other flagged ingredients. 

“We learned from our community of Clean Label Enthusiasts that the desire for “clean” products used daily in their home and for their personal care routines is nearly as important to them as for food and beverage items,” said Karen Lynch, Senior Director of Qualitative Insights at InsightsNow. “Due to this growing trend, and the needs of our clients, we have expanded our Clean Label initiatives into non-food categories.”

Clean Label Enthusiasts (CLE) are primary shoppers with a specific set of behaviors around the free-from movement that influence their buying decisions. This group believes that providing clear, clean and understandable information to the consumer should be a duty of the manufacturers in all areas and products, regardless of their use.

The non-food categories with the highest percentage of CLEs rating their need for a Clean Label as “extremely important” or “important” are: Home Care (cleaning products) 87%; Fabric Care (laundry products) 90%; and Oral Care (mouthwashes and toothpastes) 90%. Other ranked categories included Hair Care and Body Care.

To gain access to the InsightsNow subscription-based report or learn more about the Clean Label Enthusiasts community, reach out to InsightsNow.

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InsightsNow Releases “Clean Label Enthusiasts” Syndicated Report Examining Free-From Movement

Clean Label Enthusiast

Latest wave of behavioral research utilizes new Clean Label Scoring approach to inform client decision-making for marketing, branding and product development

May 31, 2018 – Chicago, IL – InsightsNow, an agile behavioral research firm, has released a second wave of research on the free-from movement—consumer-driven demand for elimination of allergens and other ingredients from food and non-food products. The new research covers the intricacies and drivers of this clean label shopping behavior. The "Clean Label Research Community Behavior Report" compiles data collected from the InsightsNow proprietary research community of Clean Label Enthusiasts (CLE) and utilizes a new CLE Scoring system. This subscription-based report is released quarterly, with the inaugural report released earlier this year.

"The free-from movement continues to grow in scope and popularity among consumers who are becoming more and more health conscious," said Dave Lundahl, Founder and CEO of InsightsNow, and recent recipient of the NGMR award for "Industry Change Agent of the Year" based on the company’s work with Clean Label research. "Our study and scoring techniques will help brands navigate the new landscape of consumer demands for products that address not only allergies, but also considerations surrounding health, sustainability and farming practices, such as animal welfare."

Clean Label Enthusiasts (CLE) are primary shoppers with a specific set of behaviors around the free-from movement that influence their buying decisions. For example, the data shows that the CLE group reads ingredient labels and will trade away great taste for a cleaner label with ingredients they trust.

InsightsNow has developed a new behavioral scoring system to gain insight into which ingredients contribute to a perceived clean label. This Clean Label Score, using a 100 point rating, is based on implicit behavioral science techniques to gauge avoidance or acceptance reactions to ingredients.

The Clean Label Scoring technique uncovered key findings in the latest InsightsNow CLE report, such as:

  • Calling an ingredient "natural" or "organic" dramatically increases its Clean Label Score. For example, "natural" received an average 85.94 score across all examined food categories (on a 100 point scale).
  • Some "banned" or "black-listed" ingredients from certain retail stores (e.g. citric acid) were scored as clean by 50% or more of CLE.
  • Sweeteners were scored in the study, with honey being perceived by the community as the most clean with a score of 85.07, and corn syrup as the least clean with a score of 20.61.

"Results of this latest wave of the CLE study suggest that the free-from movement is growing far beyond food ingredient concerns," added Lundahl. "Concerns are growing into how non-food products contribute to unhealthy chemicals being ingested, absorbed through the skin or breathed in from the environment. These consumers expect manufacturers to take responsibility for the health and safety of the product sold through retailers."

To gain access to the subscription-based report or learn more about the Clean Label Scoring system, reach out to InsightsNow.

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InsightsNow Named On GreenBook’s GRIT 50 Most Innovative Companies List for 2018

2018 Greenbook GRIT Innovative

 

Behavioral market research firm is honored as innovator due to new work on agile research solutions and techniques

May 30, 2018 – Chicago, IL – InsightsNow, an agile behavioral research firm, has been ranked on this year’s GRIT 50 Most Innovative Companies list, jumping 11 spots above its 2017 ranking to number 38. InsightsNow’s new innovative research communities, such as itsClean Label Enthusiasts™ community, and its custom behavioral reporting and scoring techniques, have helped move the company up the list.

Dave Lundahl, Founder and CEO for InisightsNow, said, “At InsightsNow, we are always looking ahead, planning for the future needs of our clients and this mindset has led to several exciting developments over the last couple of years. The results of GRIT report are a testament to the impact that our new agile, iterative, custom research approaches have had on finding answers faster for clients in all areas of their business.”

The GRIT 50 began eight years ago when GreenBook, an organization that provides innovative resources to market researchers on both sides of the table, decided to start tracking which firms were perceived as most innovative within the global market research industry. The list measures how market research suppliers are leveraging innovation by asking these unaided awareness verbatim questions:

  1. Which three research companies do you consider to be most innovative?
  2. Rank those firms you listed from most to least innovative.
  3. Why do you consider your number 1 ranked firm to be most innovative?

The complete report from GreenBook can be found here: http://bit.ly/2IHQh0n

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NGMR Awards: “2017 Industry Change Agent of the Year”

Thank you to our clients and industry leaders who nominated Dave Lundahl, InsightsNow CEO, as "2017 Industry Change Agent of the Year" by the Next Gen Market Research Group (NGMR) and Women in Research (WIRe).

NGMR annual award program for innovation and disruption in the MR industry honors CEO Dave Lundahl at KNect365’s The Market Research Event, October 24

The award recognizes Lundahl’s cutting-edge work on building innovative online research communities, particularly a community of Clean Label Enthusiasts™ to serve researchers in all facets of the food industry facing business challenges related to the free-from food movement. Lundahl accepted the award this morning, which was presented by Kristin Luck, Growth Strategist with Luck Collective and Founder of Women in Research (WIRe) and Tom H. C.  Anderson, CEO of OdinText.

“I am honored and thankful for the NGMR award, as InsightsNow strives to be a change agent in the industry,” Lundahl said, “Recognition for our new behavioral metrics and custom consumer communities underscores how powerful this new insights approach is in the industry—providing that faster, more informed decision making everyone needs.”

The annual NGMR award recognizes market research companies and individuals that have demonstrated outstanding leadership as change agents and made significant contributions to harnessing disruptive innovation—technological, methodological or otherwise—to drive research industry progress. Winners of the 2017 NGMR Awards included:

  • Dave Lundahl, Founder and CEO of InsightsNow: “2017 Industry Change Agent of the Year”
  • Gregory Weston, CEO of Incognito Research: “2017 Outstanding Disruptive Startup”
  • Lisa Courtade, Executive Director, Global Customer & Brand Insights, at Merck: “2017 Most Innovative Research Method”

Tom H.C. Anderson, one of the original founders of the NGMR award program, said, “The annual NGMR award program is by researchers for researchers, and it’s not just about innovation for the sake of innovation, it’s about sound innovation that makes sense for our field.”

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InsightsNow Adds Growth Strategist Kristin Luck to Board of Directors

23 October 2017 – Chicago, IL – InsightsNow, a research consultancy that specializes in applying the science of human behavior to custom research for product development, brand positioning and marketing messaging in order to achieve accelerated business success, has added growth strategist Kristin Luck to its Board of Directors.

Dave Lundahl, Founder and CEO of InsightsNow, said, “Kristin brings deep experience of great strategic value to our Board of Directors. As a serial entrepreneur with multiple successful exits her extensive background in applying technology to research is invaluable to our strategic growth.”

Kristin Luck is a serial research technology entrepreneur who now works across a variety of industries as a growth strategy consultant. With over 20 years of experience as a marketing measurement entrepreneur, Luck brings a focus on data driven nontraditional growth strategies to the InsightsNow Board. She is ranked as one of the top 100 sales and branding experts to follow on social media and most recently served as President/CMO of Decipher before its acquisition by FocusVision in 2014. Kristin also founded Women in Research, a not-for-profit organization with over 5,000 active community members globally.

Luck joins existing InsightsNow Board members Rich Carone, CEO at Korvis Automation; Simon Chadwick, Managing Partner at Cambiar Consulting and Chairman of the Insights Association; and Dave Lundahl, Founder and CEO of InsightsNow.

 

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Media Contact: Michelle Andre, michelle.andre@insightsnow.com;  415-577-8634

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