Disruption in Market Research- Gaining Clarity through On-Demand Behavioral Research

The thought of being disrupted, of having to change a comfortable pattern of behavior, can lead to feelings of excitement and anticipation yet may also cause discomfort and concern.  In recent years, our ways have already been disrupted to the point where we have comfortable new behaviors: using on-demand services for transportation (Uber, Lyft), entertainment (Netflix, Hulu), and grocery shopping (Instacart, Amazon Prime).

These companies show us the best part about disruption – when you change people’s behavior, you meet needs and provide benefits people don’t even realize are possible.

Areas of Disruption

At InsightsNow we are very passionate about behavioral research, thinking to the future to create opportunities to disrupt. We’ve shown this passion of ours in each of three primary areas of disruption: technology, globalization and demographics.

  1. We started with demographic disruption by creating a behavioral segmentation to identify a community of forward-thinking consumer advocates for clean living.  (For this work, our CEO Dave Lundahl won the NGMR award, 2017 Change Agent of the Year.)
  2. Next, we layered on global disruption by understanding these consumers elsewhere in the world.  We changed the way we learn from them about clean label using an implicit/explicit approach to establish behavioral KPIs.
  3. Recently, we put our knowledge and insights together utilizing technology via the InsightsNow Behavioral App Store.  This platform provides on-demand access to consumer intelligence and baseline behavioral KPIs through on-line ordering of market research.

On-demand access to research is an important strategy to support business success. It provides for faster and more cost-effective insights so you better understand changes in product choices and translate information into clear and focused insights.  These new tools and services are reshaping how we do market research.  Professionals using these tools, based upon behavioral KPIs, will capture metrics and understand behavioral impact which drive disruption.

Contact us to learn more. We’d love to work with you, if we’re not already, to improve your research effectiveness and market success using on-demand market research.

Thank you!

Sarah Kirkmeyer, PhD

Senior Director, Client Partnerships

 

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?

NPE West logo 1575963467529

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

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.

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 

Beyond Impossible – Behavioral KPIs to Win the Plant-based Burger Wars

Plant burger anticipation

Original Presentation Date:   Thursday, October 10

Presenters
:  
Dave Lundahl, CEO InsightsNow Inc

How do you pivot as a consumer product company in rapidly changing categories? 

 For example, the Plant-Based revolution is dramatically shaking up the burger category – creating new winners and losers.  The Impossible Burger and Beyond Beef Burger introductions are aligning with new consumer desires for plant-based healthy and environmentally conscious alternatives that taste authentic.

This webinar will focus on using behavioral KPIs to effectively pivot to win in rapidly changing categories. 

Using the plant-based burger category as a case to study, InsightsNow will introduce a new innovation strategy based on behavioral KPIs to model changes in consumer choice.

Webinar- Behavioral KPI’s for Identifying Winners -Measuring Human Emotions

Implicit, Explicit, or Prospective Thinking and Measuring Human Emotions

Date:   Thursday, June 13,  2 pm ET

Presenter
:  
Greg Stucky, Chief Research Officer

Behavioral scientists have identified three distinct modes of human thinking that are relevant to sensory and consumer research.  Knowing these distinctions has value if employing this knowledge boosts product success by improving the accuracy and relevancy of sensory and consumer insights.

What are these three modes - implicit, explicit and prospective thinking? And, how do they impact consumers' food product choices and how consumers internalize food product experiences?

In this webinar, you'll learn:

  • Definitions and implications of the three modes – implicit, explicit, and prospective thinking.
  • Respective sources of response variation and experimental design control points to help sensory professionals understand how to control and account for these models of thinking in the design of sensory and consumer studies.
  • Linkage of these three modes of thinking to a discrete emotions framework called the Emotions Insights Wheel.
  • Case studies will show examples of how this behavioral framework improves measures of product discrimination and success prediction.

Join us to learn !                                 

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.