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Clean Label Research shows plant-based burgers bringing new users to the category

Plant burger anticipation

Products such as Impossible Burger and Beyond Beef are gaining in awareness, but still reaching to compete in delivering a clean label addressing consumer health concerns. 

9 October 2019 – Chicago, IL  –  InsightsNow, a behavioral research firm, has released their September report on the Clean Label movement exploring perceptions of ingredients, claims, and brands in the plant-based meat patty category. This release of the “Clean Label Research Community Behavior Report​” specifically uncovered key ingredients to include and avoid in formulations for plant-based burgers.

“Interest in plant-based foods is creating a tectonic shift in clean eating among many shopper audiences.” said Dave Lundahl, Founder and CEO of InsightsNow. “We are closely watching this category in anticipation of how plant-based foods will impact other categories.”

This subscription-based monthly report from InsightsNow provides insights on consumer-driven demand for elimination of allergens and other ingredients from food and non-food products. It compiles behavioral data collected from the company’s proprietary research community of Clean Label Enthusiasts™ (CLE)—primary shoppers with a specific set of behaviors around the clean living movement that influence their buying decisions. The research uses a Clean Label Scoring system based on implicit behavioral science techniques to gauge avoidance or acceptance reactions to ingredients.

The report uncovers that: 

  • In head-to-head competition among the key brands within the plant-based burgers category, Amy’s All American Veggie Burger and Dr. Praeger’s® All American Veggie Burger ranked the highest in choice and scored the most clean.
  • Only 42% of CLE shoppers are aware of relative newcomers Beyond Beef® and Impossible Burger. Both products show high lift in choice from awareness among CLE consumers, suggesting these brands have the greatest capacity to grow through marketing to boost awareness.
  • Products were ranked higher in choice when the average ingredient Clean Label Score™ was high (positive), the ingredient statement was simple, and the low scoring ingredients appeared near the bottom of the list.
  • Beyond Beef and Impossible Burger were also found to be delivering on taste needs of the audience.

These aspects of awareness and taste are helping to bring new users into the plant-based burger category. However, the research shows brands still must work to deliver a clean label product that addresses the health concerns of Clean Label Enthusiasts™.

To learn more about the report and enquire about upcoming research topics, reach out to InsightsNow at michelle.andre@insightsnow.com. For more on the research surrounding plant-based burgers, join InsightsNow for a short 30-minute webinar on this topic Thursday, October 10: https://www.insightsnow.com/wbnr-plant-burger-behav-kpis/.    

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 

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InsightsNow’s New Wave of Clean Label Research Uncovers Consumer Misperceptions about Functional Ingredients

Consumers reading ingredient labels

Latest release of syndicated report focuses on ingredients that claim health-promoting benefits 

 

29 August 2019 – Chicago, IL – InsightsNow, a behavioral research firm, has released their latest report on the Clean Label movement (consumer-driven demand for elimination of allergens and other ingredients from food and non-food products). The August issue of their “Clean Label Research ​Community Behavior Report​” has identified consumer misperceptions around food, beverage and supplement ingredient claims regarding health-promoting benefits.  

 “This long-term research initiative at InsightsNow applies behavioral science to generate insights for more informed Clean Label product decisions for our clients,” 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. “One identified trend is concern around and attention to functional ingredients in products, so this past wave of the study looked at attitudes and lifestyle behaviors driving consumer choice in this area.”  

 The report compiles data collected from the InsightsNow proprietary research community of Clean Label Enthusiasts (CLE), and this issue looks at attitudes surrounding functional ingredients. CLE are primary shoppers with a specific set of behaviors around clean living movement that influence their buying decisions. In this latest report, InsightsNow used an Implicit/Explicit association testing technique to collect data on consumer associations regarding functional ingredients claiming benefits such as: heart health, bone and joint health, digestive health, anti-inflammatory ingredients, immune support and other health topics.  

 This research showed consumers may be well-informed around the functional benefits of ingredients, but hold misperceptions and misunderstandings regarding some ingredients. For example: 

  • Respondents held misperceptions about olive oil and coconut oil, indicating belief that both ingredients promote heart health—although scientifically neither of those ingredients can be linked that benefit. 
  • The study found the respondents believed that Omega 6 increases energy, even though it actually does not have that effect in proven scientific studies. 

 This subscription-based report is released monthly on a variety of consumer-driven clean label topics and trends. To learn more about the report 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 

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When can you trust the implicit nature of CATA?

Implicit Research and CATA

At the recent Pangborn Sensory Science Symposium in Edinburgh, we presented on CATA and measuring implicit behavior. Understanding implicit consumer behavior is vitally important when you are looking to impact your target audiences’ decisions and buying behaviors. In Check-All-That-Apply (CATA), we aim to understand what percent of the population has a belief or perception. By measuring response time when administering a CATA study, you can capture implicit behavioral insights you need to make better product or service innovation decisions.

Check out our CATA presentation here http://bit.ly/320zQ4N

Want to learn more? Let's set up a call!

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Pangborn Sensory Science Symposium 2019

Let's experience and shape the future of sensory!

The Pangborn Sensory Science Symposium only comes along every two years, and we make sure we are there to both talk about the latest and greatest in sensory research and learn about the latest and greatest in sensory research. Here's what we are up to this coming week:

Learn-shop 6: Incorporating modes of thinking into your sensory and consumer studies


Thursday, 1st August, 2019, 08:30 - 10:30, Location: Lowther

Join us for an engaging, interactive Learn-shop where you will experience the future of sensory. We will cover implicit/explicit association, prospective thinking through play, and gamification to understand and better predict behavior through sensory studies.

Instructors: Dave Lundahl, Greg Stucky and Sarah Kirkmeyer (InsightsNow), with Christopher Simmons, Nathalie Janin, Caroline Withers, Carolina Chaya, Roberto Salas, Mackenzie Hannum

Poster Session 2 #196: When can you trust the implicit nature of CATA?

Wednesday, 31st July, 2019, 16:10 - 18:00, Location: Lennox Suite

As we aim to engage with consumers more behaviorally, learn with us about the advantages of a timed survey for implicit/explicit reactions versus CATA and how to leverage for making business decisions.

Authors: Sarah Kirkmeyer and Greg Stucky (InsightsNow)

We hope to connect with you at Pangborne, or let's set up a call for when we return!

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IFT19 Feed The Future!

IFT19 Feed the Future

IFT19 Annual Meeting & Food Expo

June 1 - 5, 2019

Join us in New Orleans to feed your curiosity, your business and your creativity!

Every year, we look forward to digging deeper into the science of food and consumer behavior surrounding food. We hope you can make it to IFT19 with us to collaborate, share, learn, and network—especially at our presentations listed below:

Overcoming Clean Label Challenges in the New Trust Economy


Monday, June 3; 4:15 – 5:00 PM on the IFTNEXT Stage

This interactive, TED talk style session will offer six recommendations for product developers and marketers to thrive in the new trust economy—where perception is reality and likes on social media signal trust more than marketing claims or scientific "facts" from academia or the government. 

Presenter: David Lundahl, CEO, InsightsNow

What Does Clean Mean? Overcoming GMOs & Ingredient Avoidances

Tuesday, June 4; 10:30 – 12 PM in the Convention Center 391-392

This scientific session will help product developers, sensory and consumer scientists, and food marketers gain new insights into how consumers are defining products as clean, what are the tradeoffs they will make in context of different use moments—and how trust and transparency factor into the brands they will consider. 

Presenters: David Lundahl & Greg Stucky (InsightsNow) with Mimi Sherlock (International Flavors & Fragrances), Menexia Tsoubeli (Campbells Fresh), Webb Girard (CuliNex), and Rachel Cheatham (Foodscape Group).

Building Behavioral KPIs into Food Product Decision Making


Wednesday, June 5; 1:15 – 2:45 PM in the Convention Center 260-262

This overview of behavior tools and methods will include a discussion of the impact of implicit, explicit and prospective thinking on food product choices and how consumers internalize food product experiences. 

Presenters: David Lundahl & Greg Stucky (InsightsNow) with Christopher T. Simons (Ohio State University) and Paul Connor (Emotive Analytics).

We hope to connect with innovation teams and help smooth paths of development through insights into product cues and consumer behavior overcome clean label challenges.

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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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Behavioral Frameworks Highlighted in Quirk’s Article

In the January issue 2019 of Quirk's Research Review Journal Dave Lundahl showcased a core basis for InsightsNow's behavioral market research methodologies, that when one understands the essence of the 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™.  These frameworks compose part of the InsightsNow's  BehaviorLens Approach to research.

Habit Flywheel behavioral research framework
Behavioral market research framework, Emotions Insights Wheel.

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

Read the article here.

Download (PDF, Unknown)

 

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Webinar 16: January 10, 2019 “When Researchers Play: Insights from CRC 2018”

Presented by Karen Lynch, Sr. Director, Qualitative Insights, on Thursday, January 10, 2 pm ET

Register Here

We invited attendees at the Corporate Researchers Conference this fall to play with LEGO® bricks in response to a research question and watched their creative juices flow. They enjoyed building models with their hands while uncovering new insights into their own relationship to their research.  This directed play moved professional researchers into imagining themselves in future scenarios using an innovative approach, PlayFULL Insights, which unlocks System 3 (Prospective) thinking.  Through play they expressed their aspirations for the future and provided examples of PlayFull applications for consumer research and other problem solving.

In this webinar, we'll:

  • Share models created by researchers along with their stories
  • Demonstrate the power of play to help people dig deeply into their imaginative Prospective, or System 3, thinking
  • Show applications of this approach to group problem solving for many arenas

 

 

 

Spoiler alert:  PlayFULL Insights® is a qualitative method where participants use LEGO® bricks to build stories in response to carefully-crafted questions working towards faster and greater understanding of key research needs. The models created become tangible representations of people’s thoughts; the stories they tell provide insight into their memories and imaginations and the complex nuances of their prospective thinking.

Please join us on Thursday, January 10, at 2:00 pm ET, for a webinar which will have you thinking about the future and imagining how you might glean consumer insights in an entirely new manner.

Hope to see you there!

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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



Register Here

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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Webinar 14 – November 2018- Clean Label – for Pets, too!

Pet Foods - A Clean Label Deep Dive

Presented by:  Karen Lynch, Sr. Director Qualitative Insights and Amy Mahony, Sr. Researcher Qualitative Insights.

Presented Thursday, November 15, 2 pm ET

Register Here

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.

Through this webinar, 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

Get more information on research with Clean Label Enthusiasts on Pet Care.

 

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