Is Fake News or Misinformation Hurting Your Food Business?

Some Insights into Why and What to Do About It

By Dave Lundahl

A dramatic trend in food behavior today is the popularity in “free-from” foods.  Growing in the US at 7% annually (Euromonitor, 2016) this category includes food product labels claiming to be “healthy” due to the sparsity of ingredients on a statement. Underlying this trend is general distrust, especially among millennials, of claims used by food marketers.  They are also skeptical of our government to protect consumers from foods and ingredients they perceive as unsafe.  These same consumers are being exposed to more and more fake news and misinformation about food.

Is there a connection between food fake news or misinformation and this free-from trend?

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Karen Lynch Leads Expanding Qualitative and Hybrid Research Program

Karen Lynch, Sr. Director Qualitative Research
Karen Lynch, Senior Director Qualitative Research

Karen Lynch will expand on InsightsNow’s quickly growing co-creation and co-design methods which uncover sensorial triggers of behavior. These triggers are used to move innovations to market faster with greater harmony between brand and product/service.

2016 winner of NextGen’s Disruptive Innovator award, Karen inspires research designs which generate new insights into consumer and employee perceptions, opinions, behaviors and attitudes.

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GRIT Survey Recognizes Ongoing Innovation

listed in GRIT 50Most Innovative Companies

Thank you to our clients and industry leaders who voted for InsightsNow as one of the most innovative market research firms in the world.   We are grateful for clients who recognized us for our innovative approaches that go beyond simply knowing “What” people do and get to the “Whys” underlying their feelings and motivations.  We are grateful to be recognized for our innovative hybrid quantitative/qualitative solutions for co-creation, co-design and iterative product testing and validation. We are grateful to be recognized for our innovative research that uncovers the journeys that people take as shoppers, consumers, users, parents or patients such that marketers or service providers can know how to create value in the world.

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