The Quirks Event Virtual: New Market Research Learnings

It's been a year of new ways to work, new ways to learn and new ways to make connections with others. And we've never been to a Quirk's Event quite like the new Virtual event this July. It isn't easy to capture the energy and excitement of the traditional in-person event through an online experience, but we are all adapting. Despite some technical challenges like accessing on mobile, visibility into platform followers and finding booths, we still left the virtual conference abuzz with new ideas and new connections.

At our booth, we shared the latest and greatest about our research on global health and wellness, talked about new trends in on-demand research, and what's happening in the field of clean label consumer behavior. Some of the content we enjoyed at the conference included presentations on AI and machine learning, on secondary research leveraging social intelligence, and on analytics generating deliverables aligned with the original research's value proposition. Did you miss what we shared or any other booths or presentations at Quirk's Virtual? No worries, the conference is set up to allow registrants access for two more months (or reach out to us and we can send you our booth content directly to review).

If you were there, how did you like the social media platform conference approach? We liked connecting with presenters via live chat, earning our "badges" for our various interactions at the event, and learning what's happening out there during the sessions. We sure do miss face-to-face, personal meet-ups, but until then... we hope to see you online at another conference soon! 

IFT20 “Global Design of Clean Label Foods”  Live Virtual Forum

Forum with Global Innovation Experts for Q&A

Tuesday, July 14, 2020      2pm CT

Institute of Food Technologists (IFT) annual conference is online with SHIFT20—a virtual event where you can attend to see food innovation with a whole new lens. InsightsNow is participating in this event by presenting a symposium on the “Global Design of Clean Label Foods”, available now by registering.

On July 14th, join us for a virtual forum followed by a Q&A session to take a deep dive into the growing clean eating trends across the globe with industry-leading experts.

We will discuss current challenges—and solutions to those challenges—as well as talk about the complexities of building successful new products that meet consumer expectations and demands. Don't miss these valuable perspectives and insights about how to approach research and product design when seeking to build new clean label products for different countries and cultures around the world.

You can attend the forum without an IFT20 registration. Bring your questions!

Forum Panelists

Carol McCall

Carol McCall

R&D Director Global Foods Culinary and Consumer Discovery & Applications, PepsiCo Foods
She has been with the company for 20 years and is based in Plano, TX. She has held a variety of positions both Global and Regional, innovating and conducting research on a broad range of snacks and foods platforms and brands including Lay’s, Ruffles, Lay’s Kettle Cooked, Oven Baked Lay’s, Red Rock Deli, Off the Eaten Path and True North Nut Snacks. Additionally, she established and implemented an R&D Stage Gate process and governing forum for Frito-Lay US Snacks to ensure R&D has met key technical requirements and leveraged the New Product Development (NPD) approach with the appropriate rigor given critical technical and business risks. Her experience lies in new product development process and management, fuzzy front end innovation, consumer based product design, culinary integration to NPD, sensory evaluation and product commercialization. Carol received her PhD in Food Science from the University of California, Davis and her BS in Food Science from Penn State. She is also a Certified Culinary Scientist (CCS), bringing the disciplines of Food Science and Culinary Arts together in her approach to product development. She currently lives with her husband, Doug and two children, Ava and Mia in McKinney, TX.
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Jonny Tomlin

Corporate Executive Chef, Global Business Development, Griffith Foods
Chef Jonny Tomlin started his culinary career in fine dining before attaining a food science certification from the University of Guelph and his Certified Research Chef (CRC) designation from the Research Chef’s Association. Chef Jonny is currently the Corporate Executive Chef on the Global Business Development team of Griffith Foods, a global product development company specializing in sustainably created food ingredients whose Purpose is “We Blend Care and Creativity to Nourish the World.” He currently contributes to the company’s Purpose-driven strategy by engaging animal and plant-based protein development opportunities between Griffith Foods’ protein processor clients and customers in various import and export markets around the globe.
Janet Carver-1

Janet Carver

Director, Global Culinology®, Ingredion Incorporated
Global Co-Creation & Open Innovation Group Janet is responsible for refining and executing Ingredion’s strategic plans for Culinology®, leveraging the Culinology capability, and working closely with select customers to drive rapid product development, co-creation and innovation. Janet was instrumental in bringing culinary arts to the company and merging it with in-house food technology expertise to form Ingredion’s Culinology capability as a differentiating service for customers. Under Janet’s leadership the Global Culinology Capability was developed and has grown in a key enabler for the organization. Ingredion now has Culinologists and R&D Kitchen Facilities in all of their regional HQ locations along with our kitchen, led by Nelson Serrano-Bahri – Culinology & Innovation Manager, at The Hatchery Chicago that supports Emerging Business.
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Menexia Tsoubeli

Vice President, NA Savory, Firmenich
Menexia earned her Ph.D. in Food Science and a M.S. in Food Science and Nutrition from the University of Minnesota and a B.S. in Chemical Engineering from the National Technical University of Athens, Greece. Menexia started her career as a Research Scientist working for the US Army Natick Labs, in Natick, Massachusetts. During her 20+ years of progressive leadership in Research and Development, Menexia has been successful in developing strategic alliances and partnerships to identify market opportunities. She has built critical technical capability through innovation ecosystems to accelerate innovation across multiple categories. She has a strong record in formulating strategies that extract value from science to capture consumer differentiation in the market place and to drive sustainable revenue growth. She has pioneered the utilization of consumer Co-Design methods to maximize market success.   Menexia is passionate in developing people and has been an advocate for advancing women in technical fields. She has served as the Chair of the Women of Campbell R&D, the Chair of the STEM Innovation Taskforce (Washington, DC) and she is a Strategic Advisor for the STEM Connector (Washington, DC).

Symposium Speakers

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Greg Stucky

Chief Research Officer, InsightsNow Inc.
Mimi Sherlock

Mimi Sherlock

Global Director, Strategic Insights - Flavors, IFF
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Webb Girard

Director of Research & Development, CuliNex LLC

Moderator

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Sarah Kirkmeyer

Sr. Director, Client Partnerships, InsightsNow Inc.

Quirks Event Virtual

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

 

July 14 - 16, 2020

Register by July 10!

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.

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.

Clean Label Enthusiasts

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?

CPGMatters Virtual LEAD Conference

Join us on Wednesday, May 20th at 2:30PM ET for the CPGMatters Spring 2020 Virtual LEAD Conference where we will be giving a presentation of “The Future of Clean Living; a Peak into Changes in Purchases and Behaviors in the face of COVID-19 ”.

Register so you can hear more about how the COVID-19 pandemic has disrupted consumers, companies and the markets they serve.

Pre-pandemic clean living has been a key driver of consumer behavior across the spectrum of fast-moving consumer goods.  Will this trend continue into a post pandemic new normal?  This presentation will provide actionable insights into this question.

Insights will be provided from a unique tracker into the behaviors and motives of primary shoppers from a community of Clean Label Enthusiasts®.  The talk will also offer some foresight into what might be the future of clean living. This session will be led by our Chief Research Officer, Greg Stucky.

Bring your questions!

The Spring 2020 Virtual LEAD Marketing Conference is produced and hosted by CPGMatters. Sessions covering all aspects of LEAD (Loyalty, Engagement, Analytics, and Digital Applications) will be presented between 9:30 a.m. and 4:00 p.m. ET on Wednesday, May 20th.

As a virtual conference, attendees can enjoy the live, interactive presentations from the comfort of their own office or home. You have the option of attending the entire day-long event, or simply log in for our session. Additionally, all sessions will be recorded and made available to conference registrants for on-demand playback at a later date.

We hope you can join us!

Natural Products Expo West

Update:  Although, NPE-West was postponed, we expect to attend the event when it is rescheduled.

We look forward to seeing you there!

Is Your Label Clean Enough?

What do consumers think?

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If you are looking for ways to improve your products' consumer perception, InsightsNow and partner CuliNex will be at Natural Products Expo West and want to talk Clean Label optimization.   

Come ask us about ...

  • your product ingredient score against category ideals
  • our extensive product development expertise and market successes
  • CRAEVS - a new agile partnership of consumer behavior insights and culinology/product development expertise to quickly create or renovate a home run product

Please look for us at Booth N-1302

March 3-5, 2020

Location:   Anaheim Convention Center

2019 Milestones Lead to 2020

2019 was a great year … for our company, our custom research methods and our communities. While we’re envisioning a great 2020, we thought we’d take a minute to reflect on this past year. Why? Because reflection helps us inventory our accomplishments, honor goals reached and re-focus on those still ahead. And we’re sharing these with you because you were a huge part of all we achieved this past year!

Were you at our Open House in Chicago last January?

Without a hinderance from typical Windy City winter weather, we were able to showcase PlayFULL Insights® at our offices in Chicago with a series of public and private 90-minute demonstrations.  In case you don’t know, PlayFULL Insights® is our play-based research method, ideal for capturing prospective thinking and perfectly suited for front-end-of-innovation exploratory as part of consumer co-design. Since several colleagues weren’t able to attend our Open House, we brought the demonstrations to them – making the day a great experience for those who weren’t able to attend as well. (Please let us know if you want us to do that for you … we’re happy to schedule something appropriate for your organization. Click here to contact us to schedule something in 2020.)

Did you see or meet us at a conference?

In 2019, we covered a lot of ground as we:

  • Presented two different PlayFULL Insights® Case Studies with client-side colleagues at Quirks New York and Quirk Chicago.
  • Collaborated with client-side colleagues on a workshop on Clean Labeling at the GMA Science Forum in Washington, D.C.
  • Shared knowledge and tools to capture Implicit, Explicit and Prospective Thinking at Pangborn Sensory Science Symposium in Edinburgh, U.K.
  • Led sessions on Behavioral KPIs and our Clean Label research at IFT Annual Meeting and Food Expo in New Orleans.
  • Hosted a Clean Label breakfast at the New Products Conference in Chicago.
  • Talked about Behavioral KPIs at Back End of Innovation Conference in Las Vegas
  • Attended and/or exhibited at IIex in Austin, TMRE in Las Vegas, Natural Products Expo West in Anaheim, and QRCA in Savannah.

Have you heard how our company developed in 2019?

First, 2019 has been a year of internal growth and celebrations:  Kristen Dale, VP Client Partnerships, celebrated ten years with InsightsNow; Karen Lynch was brought onto the Management Team as is now Senior Director, Innovation Research and Insights; Jaclyn LaPoma was promoted to Senior Research Director; and Kayte Hamilton joined InsightsNow as a Client Partner Director.

Second, we launched our Behavioral App Store™ -- featuring product development and marketing research tools to nudge and disrupt consumers. In our store, you can purchase Clean Label reports from our Behavior Knowledge Center; generate ingredient reports to learn more about Clean Label Enthusiast consumer perceptions; order standard research studies to re-focus your product testing, category exploratory, concept evaluation and brand research.  (Contact us to learn more about our store!)

What milestones will we celebrate in 2020?

As we anticipate what the year ahead will bring, we look forward to more internal anniversaries!  This Spring,  Kimberley Greenwood, Senior Research Director, and Jeff Christianson, Senior Research Analyst, will mark ten years with InsightsNow. Additionally, many of our valued employees will mark five years with us during 2020: Jim Smith, CFO; Sri Kankarla, VP Operations; Daniel Johnson, Accounting Clerk; and, Oscar Munarriz, Software Developer.

As you focus on the year ahead … the DECADE ahead … what will you be celebrating? Sharing? Learning? How will you be growing? Please let us know, as we look forward to experiencing it all with you. Meanwhile, we’re focused on providing behavioral insights to help you respond to the biggest industry changes in consumer behavior​.

Ingredient statements, brand trust and past trial impact product choice for Clean Label Enthusiasts

Clean Label Report from InsightsNow explores impact of ingredient statements, brand trust and past trial on product choice 

Using plant-based burger category for context, this study delves into Behavioral Key Performance Indicators (KPIs) to determine factors influencing consumer decision making. 

6 November 2019 – Chicago, IL –InsightsNow, a behavioral research firm, has released their October Clean Label behavioral Report that further reviews the plant-based burger category. This study looked into the choices among Clean Label Enthusiasts™ (CLE), a primary shopping group identified to be driving the clean label movement and growth in plant-based food choices.  

 The research examined CLE shopper consideration of the front label (with product brand and claims) and back label (with product ingredient statements) among 14 plant-based burgers, and the impact of these aspects on choice. These SKUs included recent additions to the category, such as The Beyond Burger® and Impossible Burger. 

 Nine different Behavioral Key Performance Indicators (KPIs) that marketers and/or product developers can utilize to help improve share of this expanding category were researched. Consumer choices, along with these Behavioral KPIs, were built into a predictive model that was used to generate a Behavioral Scorecarding tool for strategic decision making. 

 Behavioral Scorecards based on Behavioral KPIs are changing the way companies make decisions about product development and innovation.” said Dave Lundahl, Founder and CEO of InsightsNow. “This methodology allows product developers and marketers to quickly make strategic product decisions, in areas such as chosen ingredient statements, ingredient inclusion or exclusion, and brand awareness and trust. And these decisions directly impact purchasing behavior in their target markets. 

Results show a category undergoing great change in response to the introductions of new plant-based burger choices.    
  • Amy’s All American Veggie Burger ranked highest in choice—chosen 36% more frequently over either The Beyond Burger® or Impossible™ Burger.   
  • Brand awarenessand an implicit measure of brand trustwere found to be important Behavioral KPIs driving choice decisions.  
  • For example, only 41% of CLE shoppers polled were aware of either The Beyond Burger® or the Impossible™ Burgersuggesting their choice positions can be increased through promotions.  
  • Also, those aware of the brand scored the Impossible™ Burger low in implicit trust, possibly in response to recent media coverage that its colorant is not GMO-Free. 
  • The category overall was found to be fairly fragmented with past trial, giving most SKUs a significant lift in ranked choice. 
Burger KPI profile
Ingredient Scores plant based burger

Clean Label Subscription Research Reports

This subscription-based monthly report from InsightsNow provides insights on consumer-driven demand for natural and plant-based foods, as well as for the incorporation of ingredients that consumers perceive to contribute to a clean label. It compiles behavioral data collected from the company’s proprietary research community of Clean Label Enthusiasts™—primary shoppers with a specific set of behaviors around the clean living movement that influence their buying decisions.  

 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 

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 

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