Articles, webinars, commentary on hot topics industry
From results posted in InsightsNow's Tracker of Clean Label Enthusiasts' response to COVID-19, consumers are ready for new products to lift their mood.
This is a prime opportunity for new product releases that fit current context.
Monday, July 13, 2020
Food Business News spotlighted InsightsNow's virtual webinar at SHIFT20 on how the pandemic is affecting Global Consumer Perceptions of Health & Wellness. Results from research conducted in fall of 2019 and April 2020 across 10 countries revealed regional and cultural differences in attitudes and behaviors regarding health which have sharpened due to the pandemic threat.
Because of COVID-19 consumers have heightened interest in ingredients in foods that provide health benefits, eg. boost immunity, decrease inflammation, boost cardiac and GI function, reduce stress, and improve general well-being. As the article quoted presenter Greg Stucky, “Now, nearly half the population on a global basis are looking for good sources of vitamins and minerals.”
This virtual webinar is available on-demand at Institute of Food Technologists first totally virtual Annual Meeting and Expo. It is one of two presentations from InsightsNow at ShIFT20. InsightsNow is also a sponsor of a symposium on Global Design of Clean Label Foods.
The Clean Label Enthusiasts® research community at InsightsNow reveals demand for immunity supplements and functional ingredients during the continuing pandemic
25 June 2020 – Chicago, IL – InsightsNow, a behavioral research firm, has released a new wave of research focusing on consumer perceptions and behavior regarding supplements and functional ingredients in today’s world. The study, “COVID-19 Tracker on Clean Living Behavior,” delves into insights from their proprietary, trend-identifying Clean Label Enthusiasts® (CLE) consumer research community.
Study participants shared beliefs that supplements and functional ingredients are important for strengthening their immune systems against COVID-19. The research showed that consumers are looking for trusted sources for information about which products will help boost immunity.
According to a CLE from the recent study: “If the [supplement] information is backed by scientific research and data, I am much more likely to trust the information I am receiving. If the ingredients have been proven to show benefits, I am much more likely to try a supplement.”
It was also found that all-natural and organic supplement claims are perceived as valuable by CLE. They express that these claims give them confidence they are only getting what is necessary, with no fillers, in the products they choose to purchase.
“I look for supplements that are organic and do not have ingredients that aren’t necessary, such as additives and dyes. If someone I know and trust recommends a brand that I’ve never heard of, I will research it to make sure it only contains ingredients I’m aware of,” says a CLE.
Some key findings from the study:
The responses show that supplements and functional ingredients offer hope of immunity even though there is no “proof” they improve immunity.
As one CLE states: “COVID-19 is new, and we don't know of anything that help us build an immunity to it. However, building your immunity through a supplement or a functional ingredient can't hurt your chances.”
Each week InsightsNow's Clean Label Enthusiast® community of primary shoppers reveals motivations for purchasing behaviors through an online shopping journal. The study gives insights into the swiftly changing landscape of clean-living behaviors during this time by tracking behavior pre-pandemic, current short-term shifts, and potential permanent changes. New study information is added on a regular basis to the InsightsNow COVID-19 Tracker on Clean Living Behavior.
To learn more about the study and enquire about upcoming research topics, reach out to InsightsNow at michelle.andre@insightsnow.com.
About InsightsNow
InsightsNow, an agile behavioral research firm, partners with clients across a wide array of industry verticals to grow marketing, branding and product development through custom, cutting-edge research technologies and innovative techniques. The company specializes in finding answers faster, improving speed-to and success-in market, and changing the way we all look at humans and human behavior. InsightsNow was named one of the most innovative market research firms in the world by Greenbook’s 2018 Grit Report. www.insightsnow.com
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Media contact: Michelle Andre, 415-577-8634, michelle.andre@insightsnow.com.
Recent meat shortage could offer opportunity for plant-based proteins
InsightsNow’s Clean Label Enthusiasts® research community claims to be prepared for meat shortages, due to the Coronavirus, by eating vegetarian or purchasing alternative meats
11 June 2020 – Chicago, IL – InsightsNow, a behavioral research firm, has announced the latest results of their ongoing study with their proprietary Clean Label Enthusiasts® (CLE) consumer research community, “COVID-19 Tracker on Clean Living Behavior.” These trend-setting consumers shared thoughts on how meat is becoming harder to find and more expensive due to complications from the current pandemic, and the effect on their shopping behavior.
According to a CLE from the recent study: “I feel prepared for a meat shortage because I am willing to eat plant-based proteins or any protein options I can find in stores. If I can't find fresh chicken or beef, I will eat other meat options like veggies burgers or beans. I really see a meat shortage as a chance to make healthier, more environmentally friendly, more resourceful food choices.”
Some key findings from the study:
During a meat shortage 60% of CLE would switch to a vegetarian diet. Currently, only 14% are following a vegetarian diet.
CLE who have never tried plant-based meats are primarily motivated to try because they believe it is healthier (29%), they are curious about the taste (31%), and they can avoid animal hormones (19%).
Plant-based meat alternatives have opportunity to grow market share during a meat shortage, as Clean Label Enthusiasts (CLE) are comfortable eating a plant-based diet and are willing to use plant-based meats in place of fresh meat with similar pricing. Supporting data includes:
Only 12% of CLE say they would pay higher prices (specifically twice as much) to continue eating fresh meat.
Eighty-two percent of CLE are open to trying plant-based meat alternatives.
For example, the study participants shared they are specifically looking for ground plant-based meat alternatives as a comparable alternative for burgers, tacos, spaghetti, and other dishes they regularly prepare.
“I imagine that ground chuck would be the hardest meat product to go without,” says a CLE consumer. “But I would not be upset if I could not afford to buy it for a period of time, because I would easily substitute it with plant-based patties and other frozen forms of plant-based substitutes.”
Results from this wave of the study show the majority of people (69%) feel prepared for a meat shortage because they feel confident and accepting of adjusting their diet to be more vegetarian and/or pescatarian, they already have a freezer stocked with meat, or they don’t eat much meat on a regular basis anyway. Consumers have already navigated a toilet paper shortage, face masks, and social distancing during this pandemic and the study found they are desensitized to the stressor of having a meat shortage.
As one CLE states: “My family has been eating less meat lately anyway…I'm perfectly happy eating plant-based proteins. I've wanted to experiment with a more vegetarian/vegan diet for a while and now would be a good time to do so.”
Each week InsightsNow's Clean Label Enthusiast® community of primary shoppers reveals motivations for purchasing behaviors through an online shopping journal. Data is collected each Friday – Monday and released Wednesdays. The study gives insights into the swiftly changing landscape of clean-living behaviors during this time by tracking behavior pre-pandemic, current short-term shifts, and potential permanent changes.
Each week, new study information will be added to the InsightsNow COVID-19 Tracker on Clean Living Behavior.
To learn more about the study and enquire about upcoming research topics, reach out to InsightsNow at info@insightsnow.com.
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.
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...
There's more information:
In this time of great disruption, consumers may seem like a moving target. If you are charged with innovation or marketing for your company, you need information to know how to respond to not only the disruptions of the moment, but to prepare your brands for the future. For this reason, we are applying a behavioral framework to not only provide insights into how and why consumers are changing now, but also to provide accurate foresights into what will become the post-coronavirus new normal.
The Emotions Insight Wheel™ was developed in 2011 by InsightsNow Founder and CEO Dave Lundahl. It provides a framework to understand the motivators of behavioral change. A simplified version of this framework in shown here. This framework separates motivators into four quadrants: functional, social, sensorial and psychological.
Motivators can be product cues that signal benefits (or rewards) that products will provide in the context of moments.
Motivators can also be environmental cues that trigger routines for how we shop, prepare to use products and use them. In times of disruption, old motivators become obsolete and new motivators are formed.
This framework of motivators can be applied to not only form insights about how to design products to signal benefits and rewards as promised through market communications, they also can be applied to forecast behavioral change.
We broke up the time of behavioral change into four periods of adjustment. We then applied the Emotions Insight Wheel™ to create timelines of our forecasted functional, social, sensorial and psychological motivators.
Guided by the framework, we were able to form some initial forecasts for how we believe new motivators, cues and their respective emotions might shape future consumer behavior. Our current tracking research into the novel coronavirus change is applying this framework to design qualitative and quantitative research. Further, as we learn more through this research, we are using this framework to update, validate and shape our future forecasts into how this "Time of Disruption" will lead to new behaviors during the "Period of Adjustment" and beyond.
Motivators drive future behaviors by eliciting emotions during product or shopping experiences. This can be disappointment or relief against hopes or fears, (dis)satisfaction against expectations, sense of pride or shame, or feelings of boredom or surprise against expectations. They also elicit feelings of liking or product love. The greater these emotions, the stronger the memory of past experiences and desire to take new actions to avoid, mitigate or repeat. As people consider their options for how to change their behaviors, anticipation emotions such as hope, fear, intrigue, desire or disgust come into play to motivate how they will act.
Address New Motivators During “Time of Adjustment”
Prepare for “Time of Recovery”
Prepare for “New Normal”
As we move through these four periods of change, you can gain access to our weekly updates into how shopping and consumer behavior is changing (click here). We will also notify you of relevant new behavioral research reports when they become available into novel coronavirus behavioral impact on topics such as consumer trust, clean living and trends in changing motivators impacting food, beverage, supplement, pet food and non-food products.
Emotions Insights Wheel™ is one of several frameworks in InsightsNow's BehaviorLens Approach®.
For a business strategy to succeed, it must shake up the status quo and disrupt consumer behavior habits.
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.
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
Presentation Date: Thursday, August 13, 2 pm ET, (11 am PT) Presenters: Greg Stucky, Chief Research Officer, and Julie Quante, Research Director Register Here Most Clean Label Enthusiasts have strong values regarding sustainability and earth friendly practices. Yet they are facing a difficult dilemma when they want to eat out. “Do I prioritize my passion …
Learn how blending quantitative techniques into qualitative research helps identify opportunities to disrupt consumers through messaging and positioning. Presentation Date: Thursday, August 20 2 pm ET, (11 am PT) Presenters: Kayte Hamilton, Client Partner Director and Charles Rodriguez, Sr. Research Director, InsightsNow Inc. Register Here Disrupting consumers is the hallmark of innovation. We discuss …
Continue reading “Webinar 40: Borrowing Playbooks; Developing New Methods for Disruptive Marketing”
Press Release: From results posted in InsightsNow’s Tracker of Clean Label Enthusiasts’ response to COVID-19, consumers are ready for new products to lift their mood. This is a prime opportunity for new product releases that fit current context.
Monday, July 13, 2020 SHIFT20 Virtual Food Business News spotlighted InsightsNow’s virtual webinar at SHIFT20 on how the pandemic is affecting Global Consumer Perceptions of Health & Wellness. Results from research conducted in fall of 2019 and April 2020 across 10 countries revealed regional and cultural differences in attitudes and behaviors regarding health which have …
Presentation Date: Thursday, July 9 2 pm ET, (11 am PT) Presenters: Greg Stucky, Chief Research Officer, Register Here Clean Label Enthusiasts are starting to re-prioritize their shopping motivations and product selections. In this session we will look more deeply into what is motivating Clean Label Enthusiasts to start changing their shopping choices. …
Continue reading “Webinar 38: Evolving CLE Shopping Motivations during COVID”
The Clean Label Enthusiasts® research community at InsightsNow reveals demand for immunity supplements and functional ingredients during the continuing pandemic 25 June 2020 – Chicago, IL – InsightsNow, a behavioral research firm, has released a new wave of research focusing on consumer perceptions and behavior regarding supplements and functional ingredients in today’s world. The study, “COVID-19 Tracker on Clean Living Behavior,” delves into insights from their proprietary, trend-identifying Clean Label …
Continue reading “Consumers turn to immunity supplements during COVID-19”
Mar. 25, 2020
InsightsNow offers online qualitative services and access to custom communities to insights professionals to continue projects.
Learn more HERE.
March 13, 2020
The novel coronavirus is one of the most disruptive forces we have seen in the world recently. In the face of this rapidly changing environment and current emergency situation, we know that now, more than ever, there is a need to be agile and innovative on all fronts. Our thoughts are with those directly and indirectly being affected by COVID-19, and we hope for a quick decline and resolution to this crisis.
InsightsNow Operations
InsightsNow’s team is highly flexible and accustomed to working remotely. And not only are our researchers, project managers, operations staff and everyone else able to keep your projects moving forward virtually, our innovative research approaches themselves lend themselves to a virtual world. Workflows are anticipated to continue without interruption, and we will continue to support you to both start, maintain, field and complete projects.
Grounded, For Now
It is so fortunate that we live in a virtual world and can work remotely to keep everyone healthy and safe. We are set up to run virtual research projects, have meetings by video conference, and utilize other technologies while grounded by this pandemic. While our staff is not traveling at this time and following local, regional and global health advice and directives, let us know what you might need from a virtual standpoint. We can help set you up or jump on a video call – whatever helps most during this time.
Monitoring the Situation
It’s a time of uncertainty and enormous shifts in the marketplace and workplace. We are working hard to keep our finger on the pulse of our market research industry and the various industries we serve. As things evolve, we can help you map out timing, project plans, and other variables that may be affected by the current situation.
This page will be updated regarding the current situation here at InsightsNow, but for global breaking news on the pandemic itself, we encourage you to visit the World Health Organization https://www.who.int/emergencies/diseases/novel-coronavirus-2019/events-as-they-happen and the Center for Disease Control https://www.cdc.gov/coronavirus/2019-ncov/summary.html.
Need some support navigating our new reality, and keeping your projects going virtually? Reach out to us.
Contact Us
Thank you!
The thought of being disrupted, of having to change a comfortable pattern of behavior, can lead to feelings of excitement and anticipation yet may also cause discomfort and concern. In recent years, our ways have already been disrupted to the point where we have comfortable new behaviors: using on-demand services for transportation (Uber, Lyft), entertainment (Netflix, Hulu), and grocery shopping (Instacart, Amazon Prime).
These companies show us the best part about disruption – when you change people’s behavior, you meet needs and provide benefits people don’t even realize are possible.
At InsightsNow we are very passionate about behavioral research, thinking to the future to create opportunities to disrupt. We’ve shown this passion of ours in each of three primary areas of disruption: technology, globalization and demographics.
On-demand access to research is an important strategy to support business success. It provides for faster and more cost-effective insights so you better understand changes in product choices and translate information into clear and focused insights. These new tools and services are reshaping how we do market research. Professionals using these tools, based upon behavioral KPIs, will capture metrics and understand behavioral impact which drive disruption.
Contact us to learn more. We’d love to work with you, if we’re not already, to improve your research effectiveness and market success using on-demand market research.
Thank you!
Sarah Kirkmeyer, PhD
Senior Director, Client Partnerships
On-demand is the new currency. I have heard forecasts that up to 60% of all food will be purchased online this year. Consumers are demanding the ability to purchase things NOW and expect quality products delivered fast for little or cost increase. This new, on-demand currency is also forcing change in how consumer insights professionals work to support decision makers across R&D and marketing functions. To keep pace with this consumer change, decision makers need fast insights that are cost effective and relevant.
Custom research is precise in the creation of relevant insights for specific decisions. However, this research is often inherently slow and sometimes costly. In agile business environments, insights professionals are seeking to bring down costs and increase speed. One solution is to take a DIY approach to custom research. DIY platforms of Apps provide efficiencies that bring down costs and accelerate timelines by eliminating the RFP, letting users design research, and using automation in fielding and delivery of research results. However, most custom DIY Apps are not yet flexible enough to deliver the clarity required by decision makers working within rapidly changing consumer markets.
At InsightsNow, we are seeking to change this game through the InsightsNow Behavioral App Store. This insights platform for decision makers is comprised of an ecosystem of interrelated Apps based upon an expanding database of Behavioral Key Performance Indicators (KPIs). Behavioral KPIs are key decision metrics that indicate how controllable elements of product design (e.g. benefits), development (e.g. ingredients) and marketing (e.g. positioning and brand) serve to nudge or disrupt target consumers.
This database of behavioral KPIs is the underpinnings for three centers. In the Behavioral Knowledge Center behavioral reports can be downloaded on-demand to see how behavioral KPIs are applied to make decisions. In the Behavioral KPIs Center custom reports can be generate on-demand to compare and contrast the impact of ingredient, claim, positioning and branding decisions on consumer behaviors. In the Behavioral Testing Center preloaded baseline behavioral KPIs can be compared to behavioral KPIs from custom research to confirm Lift and other unique behavioral metrics from concept, prototype or product experiences.
The result of this game changer in decision making is more agility leading to speed to market and in-market success in the face of consumer change.