The Promise of On-Demand for Decision Makers

On Demand Research Services

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.

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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​.

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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 

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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 (InsightsNowwith 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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