THE LEARNING CENTER
A behavioral knowledge library at your fingertips

The InsightsNow Learning Center offers unparalleled access to instant knowledge and insights into the why of consumer behavior. Here you can browse recently published Behavioral Reports—with topics like packaging impacts and trends, plant-based burger and alternative protein insights, diet trends and consumer trust. You can select, download and start using these insights immediately to make business decisions. 

The InsightsNow Behavioral Learning Center is your go-to resource for understanding the why of consumer behavior. Here you can:

  • Review the InsightsNow team’s expert take on key consumer behavior trends in our Behavioral Reports
  • Explore how other clients are approaching similar challenges by downloading cases studies 
  • Learn new ways to understand consumer behavior or develop new products and messaging by accessing white papers and testing approach overviews

Behavioral Reports

A library of resources for specific topics related to the "free-from movement" and our Clean Label Enthusiasts®. Topical reports range from packaging impacts and trends, plant-based burger and alternative protein insights, diet trends and consumer trust.

Case Studies

A closer look into how InsightsNow has helped specific business partners, clients, and brands through behavioral research methodologies.

White Papers

Short, topical based papers intended for practical applications related to various industries who depend on behavioral techniques to leverage consumer insights.

eBooks

Resources to foster thought leadership within companies. These publications explore deeper theoretical bases of InsightsNow's unique behavioral approaches to consumer insights.

Webinars

Missed a session? Check out our past presentations from our monthly webinar series to catch up on the latest thought leadership.

Consumer Segments

Learn more about InsightsNow’s proprietary segmentation, Clean Label Enthusiasts®, our Primary Shopper Category Advisors Community, and keep up-to-date on our consumer-driven COVID-19 Tracker.

Behavioral Reports

BEHAVIORAL REPORTS

The InsightsNow Learning Center offers unparalleled access to instant knowledge and insights into the why of consumer behavior. Here you can browse recently published Behavioral Reports—with topics like packaging impacts and trends, plant-based burger and alternative protein insights, diet trends and consumer trust. You can now download and start using these insights immediately to assist you in making business decisions.

A follow-up to June 2020s comparison of the supplement categories used in 2019, including onset of COVID-19 pandemic. CLE respond to probes of supplement claims, testing and FDA approval as well as personalized supplement subscription awareness, usage and preferences.

September 2020

Supplements – Usage Trends & Personalization Interest

A comparison of the supplement categories used and purchase channels in 2019 and with the advent of the pandemic in 2020. This is a deep dive into immunity with protection, strengthening, supplements, ingredients, and foods that support it.

June 2020

Supplements – Immunity Boosters Supplements year-to-year and Immunity support

We examine Clean Label Enthusiast® behaviors regarding supplements around the Ketogenic diet, tradeoffs, purchase likelihood and diet changes to stay healthy in response to COVID-19. Results include keto-friendly excipients found in supplements using our implicit/explicit test.

March 2020

Ketogenic Supporting Supplements
and CLE Virus Response

The research focused on understanding the attitudes and behaviors related to food purchasing and the clean living movement in Western Markets, comparing those identified as CLE and non-CLE. This report contains an overview of the clean eating findings for Brazil, Canada, Mexico and the US.

January 2020

Global Trends in Clean Living – Western Hemisphere

Answering what the meaning of clean label is among CLEs for Supplements and includes ingredient results using our implicit/explicit test. CLE also reveal how and where they find information about ingredients and their benefits, as well as their sources and brands used.

December 2019

Supplements – Clean label meaning, improvements, ingredient scores and sources of information

The research focused on understanding the attitudes and behaviors related to food purchasing and the clean-living movement in Europe, comparing those identified as CLE and non-CLE. This report contains an overview of the findings for France, Germany and the UK.

December 2019

Global Trends in Clean Living – Europe

The research focused on understanding the attitudes and behaviors related to food purchasing and the clean-living movement in Asia Markets, comparing those identified as CLE and non-CLE. This report contains an overview of the findings for Turkey, India and China.

November 2019

Global Trends in Clean Living – Asia

We explore Clean Label Enthusiast® perceptions and awareness of ingredients and brands in the plant-based meat patty category. Conducted as the plant-based burgers category was quickly accelerating, this gives insights into the early adopters mindset and awareness for this category.

November 2019

Plant-based Burgers and Scorecarding

CLE discuss beliefs, cost concerns and sources of information regarding supplements. Typical purchase locations, categories and forms taken are summarized. CLE diet participation as well as implicit/explicit ingredient scores for excipients in supplements are presented in this report.

September 2019

Supplements – Attitudes & Usage

Clean Label Enthusiasts ® provide perceptions of ingredients, claims, and brands in the plant-based meat patty category. 9 Behavioral KPIs were identified as most important to CLEs when choosing and evaluating options. Results were compiled into a strategic Behavioral Scorecard.

September 2019

Plant-based Burgers and Scorecarding

Exploring which health and wellness benefits matter most to CLEs versus Non-CLE. First, we studied sources of functional benefits and the source of information. Then, CLEs shared their associations of the same benefits. Differences exist between scientific truth and consumer perception.

August 2019

CLE benefit importance and functional ingredient association

A comparison study with CLE and non-CLE on perceptions of packaging including usage moments, food package and beverage package types, and on pack claims. Includes reasons for ‘accept or avoid’ for specific packaging and materials as well as consideration trade-offs.

June 2019

Packaging Impact on Consumer Behavior – Part 2

CLE and non-CLE are included in this review comparing opinions about their attitudes, motivations, and behaviors related to food and beverage packaging. We address information availability, sustainability, health related aspects, bulk purchasing and unnecessary packaging.

May 2019

Packaging Impact on Consumer Behavior – Part 1

A comparison study between Clean Label Enthusiasts ® and Non-CLE for Proteins. All completed a survey and an implicit test that focused on perceptions of non-animal-based proteins and compared them to perceptions of traditional meat based proteins (e.g., beef, chicken, and pork).

April 2019

Clean Label Consumers and Alternate Proteins: Perceptions

Trust in the food industry is buzzing as consumers become more educated. Learn how CLEs differ from Non-CLEs in their perceptions on health, government entities, private industries, and news sources as well as results on headlines believability, sources and fact checking with CLE.

March 2019

Consumer Trust and the Free-From Movement

February 2019

Free-From Forecasts and Resolutions

Focuses on Clean Label Enthusiasts® perspectives for Lifestyles and Diets. Includes percentages of CLE and their lifestyle vs. diet preference, how plant-based diets are part of the conversation, as well as how non-GMO lifestyles play a part.

January 2019

Lifestyle Diet and Dieting Trends with Clean Label Enthusiasts*

To determine trends, we compare 2017 & 2018 results of Clean Label Enthusiast ® and their habits, beliefs, claims for the free-from movement. We use rich text analysis in the definition of clean label with CLE and Non-CLE shoppers and emotions of trust, fear/anxiety and anger are studied.

December 2018

Trends & Social Media Effects on Clean Label Concerns

An introduction of our Clean Label Score, created to help assess the influence of specific ingredients which may be listed on a back label. We also look at the impact of transparency and believability in labeling and claims as well as influences of on pack specific certifications.

September 2018

Defining Consumer Reactions Using the Clean Label Ingredient Score™

Additional context into the characteristics and shopping behaviors of CLE. Includes the extent that CLE seek specific claims in food categories, the importance of sustainability, and a comprehensive explanation of the clean label score and its applications in several food categories.

March 2018

Evolution of the Free-From Movement with the Clean Label Ingredient ScoreTM

Our initial report where we analyze the free-from food movement which is a shift in consumer behavior impacting the food industry. This launched our long-term research initiative applying behavioral science to generate insights for faster, more informed clean label decisions.

January 2018

Influencing Consumer Behavior in the Free-From Food Movement

Case Studies

CASE STUDIES

A closer look into how InsightsNow has helped specific business partners, clients, and brands through behavioral research methodologies.

InsightsNow worked with a prominent salsa manufacturer using the Playoff Tournament™ approach to help the company decide which flavors would be most successful with their consumer groups as they honed current offerings and new flavor varieties.

July 2021

Using Playoff Tournament™ to land on the winning option

Leveraging the Innovation Center, InsightsNow partnered with Tofurky, a food company that produces kosher and vegan food items with organic soybeans and organic tofu, to determine packaging and shelf set location for new plant-based alternative meat deli slices.

January 2021

Fast-tracking Concept Selection using Implicit Tests: Tofurky

InsightsNow set out to understand the thoughts, feelings and perceptions of pet-owning Clean Label Enthusiasts®. Just as more consumers are seeking clean labels for themselves, those shopping for pets are putting importance on buying clean label for their furry friends, too.

July 2020

Clean Label – for Pets, too!

Partnering with International Flavors & Fragrances (IFF)—a leading innovator of scents and tastes—to understand the future of the Clean Eating Movement. We uncovered how prospective thinking applies to insights for clean label product development.

March 2019

PlayFULL Insights® with IFF

In 2017, mobile marketing saw a stark rise in the popularity of using video in communications. Learn more about the insights gleaned in partnership wit AOL to assist marketers in their digital marketing strategies.

March 2017

INFOGRAPHIC- Mobile Fuels Video Growth: AOL

InsightsNow integrated emotional and behavioral research components to standard metrics for maximum impact to help Tyson gain deeper insights faster. Tyson was able to deliver their new breakfast food product to market faster with greater relevance to specific target segments.

September 2016

Emotions testing consumer connections: Tyson

One of the most challenging problems in product innovation and marketing is how to accurately and quickly translate a brand’s promise through a product concept into a product specification. This case study white paper provides an innovative solution to this problem.

May 2016

Co-design!  Zero to Final Specification in Three Days: Campbell’s Soup

InsightsNow partnered with Catalina Marketing to understand what smartphone-enabled shoppers would value most in a grocery shopping app. We were looking for new, behavioral insights into the mobile mindset of today’s shoppers and to discover the features shoppers would find most useful.

March 2014

Build a Mobile Savvy Shopping App: Catalina Marketing

Through moments-based segmentation, we analyzed online shopping on a deeper level—not only how people shop, but also why. Our analysis revealed seven key types of moments, each driven by distinct motivations and delivering a unique set of benefits.

November 2013

Verizon Media (AOL) – Unlimited Shopping

InsightsNow partnered with the Bush’s Grillin’ Beans team to discover effective ways to resonate during the saturated TV environment of football season. We looked at consumer “moments” to inform development of commercials, along with the motivation and the benefits to communicate.

September 2009

Baked Bean’s Commercial Hits Fan Moment

eBooks & White Papers

EBOOKS & WHITE PAPERS

White Papers and eBooks are tools that foster Thought leadership. A “thought leader” is someone who is seen as an expert in a specific field; they’re capable of introducing new ideas and influencing other people in the industry to make certain decisions or take certain actions.

Thought leadership is also a way to help your brand stand out in a crowded market. If there are dozens of companies like yours, but yours is the only one with a reputed expert at the helm, you’ll stand a much better chance of winning a larger share of customers than your competitors.

Using these resources can help you improve both your brand differentiation and build additional respect & trust!

WHITEPAPER

Our Behavioral Frameworks distill neuroscience into its essence to elevate insights into effective action. These frameworks ensure we’ve considered all the motivators influencing the behavior change important to success. Researchers can use these as a guide for successful research design.

April 2021

Behavioral Frameworks – Achieving Behavioral Insights, Metrics and Key Performance Indicators

EBOOK

Our CuliNex partnership enables you to make the right brand decisions for the entire innovation lifecycle—as an end-to-end process or as specific steps where you need assistance. Our new approach to clean label food product innovation speeds through all 5 development sprints by integrating technical expertise with consumer validation.

February 2021

CRAEVS™ Ensure A Successful Product Launch Using These 5 Agile Research Sprints

In this e-book, we take close look at shifting sentiments, shopping patterns, emotional impacts, and motivations during the unprecedented times of 2020—and we discuss ways to move forward successfully as we enter into 2021.

EBOOK

December 2020

What has COVID-19 Taught Us about Consumer Behavior?

InsightsNow’s proprietary Implicit/Explicit Test™ introduces behavioral research in unprecedented executions. The resulting behavioral score metric is foundational to our Scoring Center Databases. We also use this tool in the Testing Center and throughout all our custom research designs.

EBOOK

October 2020

The Implicit/Explicit Test™ Applying Neuromarketing to Enable Better Product Marketing, Development and Innovation

InsightsNow applied behavioral science to create the Ingredient Clean Label Score™—a behavioral KPI to know what ingredients are perceived as ‘clean’. This new Web Application is giving product developers a tool to make ingredient decisions for clean label product designs.

WHITEPAPER

August 2020

Applying the Ingredient Clean Label Score™ for Clean Label Product Design

Marketers or innovators must have a solid framework for understanding how consumer habits are formed, triggered, and broken/changed. We share how to impact consumer behavior by influencing or changing consumer habits so that your business strategy will be successful in disrupting markets.

WHITEPAPER

July 2016

New Insights for Market Disruption: Introducing the Habit Flywheel™

Product developers are hard-pressed to design and develop product prototypes that exemplify the brand and deliver key benefits. Explore how InsightsNow Product Spark is uses to look at translating identified market opportunities into successful products in an efficient approach.

WHITEPAPER

August 2014

Product Spark™:  Why Cues Matter

In collaboration with ESOMAR, we explore how the qualitative/ quantitative technique of FreeChoice Profiling was used to better understand consumers’ unconscious and emotional reactions to fragrances in liquid fabric softener products

via images, memories, emotions and characteristics.

WHITEPAPER

April 2005

ESOMAR Journal Publication: Capturing the Implicit Mind – Consumers and Perfumers

Webinars

WEBINARS

Missed a recent webinar? Want to review the content from a past session? Check out the WebinarsNow Series archives for recordings of past events. Access to the archives is free and a great way to review session tips or check out webinars that you missed.

Consumer Segments

Consumer Segments

Learn more about InsightsNow’s proprietary segmentation, Clean Label Enthusiasts®, our Primary Shopper Category Advisors Community, and keep up-to-date on our consumer-driven COVID-19 Tracker.

Clean Label Enthusiasts®

InsightsNow’s proprietary segmentation of Clean Label Enthusiasts® (CLE) consists of consumers whose product choices are heavily influenced by ingredients. They regularly inspect the label of every product they consider buying to make sure it is a clean product, and they have distinct points of view about ingredients, claims and brands.

Primary Shopper Category Advisors

The Primary Shopper Category Advisor research community at InsightsNow includes consumers who are pre-screened as specific category buyers and/or representatives of shoppers with specific buying behaviors. Most often clients use this group for Home-Use-Testing (HUTs) and product evaluations.

COVID-19 Tracker

The Coronavirus was a major disruption for life and business. Early into the pandemic, InsightsNow started tracking consumer behaviors and how perceptions and buying patterns shifted throughout 2020 and 2021.