CLE Archives - Finding Answers Faster with Online Behavioral Research

May 4, 2020May 4, 2020

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!

Learn more about the InsightsNow Clean Label Enthusiasts-Covid-19 Behavior Tracker:

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April 27, 2020April 27, 2020

InsightsNow Ongoing COVID-19 Report Release- April 2020

InsightsNow releases ongoing study of change in clean living behavior in response to COVID-19

Research examines behaviors of Clean Label Enthusiasts® during the pandemic by looking at previous, current and future mindsets, trade-offs, and motivators

23 April 2020 – Chicago, IL – InsightsNow, a behavioral research firm, has announced an ongoing study with their proprietary Clean Label Enthusiasts® consumer research community, “COVID-19 Tracker on Clean Living Behavior.” The study provides insights into the swiftly changing landscape of clean living behaviors during the novel Coronavirus pandemic by tracking behavior pre-pandemic, current short-term shifts, and potential permanent changes. Insightsnow's Clean Label Enthusiast® (CLE) community of primary shoppers, identified to be driving the clean label movement, provided responses to give lead indicators into changing behaviors now—and those anticipated in the future.

“By leveraging our existing community of trendsetters, we are able to find answers quickly during a time when brands must pivot quickly,” said Greg Stucky, Chief Research Officer of InsightsNow. “One of the key aspects of this study is how we are able to look deeply at a leading set of primary shoppers and evaluate their behavior over time, including pre-pandemic. We are also discovering how the current health situation is putting increased momentum behind the overall clean label movement.”

Results show a timeline of behavioral changes in response to COVID-19.

Starting the week of March 9 in the U.S., the CLE community started making changes to their diets due to the novel Coronavirus. 36% of CLE were already making changes in vitamins and supplements (65%), and diet and lifestyle (48%).
During the last week of March, the study began to track consumer emotions regarding shopping for grocery and household items with 45% reporting frustration and worry, with satisfaction levels decreased to only 12%. By the third week of April emotions were improving with only 25% reporting frustration, and satisfaction up to 33%.
Higher purchase rates during the first week of April occurred in some categories, 15% buying more eggs than pre-pandemic, and 13% buying more bread products and salty snack items.
During the second week of April, CLE reported their day-to-day behaviors continuing to evolve. 22% utilized at home delivery of groceries most often, up from 9% pre-pandemic. There were increases in purchasing of comfort foods like desserts and sweets.
By the third week of April emotions were improving with only 25% reporting frustration, and satisfaction up to 33%. The percent increase in online ordering is starting to level off with 26% shopping for groceries online most often.

Behavioral data for this ongoing report is being collected from the company’s proprietary research community of Clean Label Enthusiast® (CLE)—primary shoppers with a specific set of behaviors around the clean living movement that influence their buying decisions. Some of these behaviors include inspection of front and back product labels, ingredient beliefs about clean products, and advocating for the food industry. This ongoing study includes 500 members of the U.S. based community, with insights gathered through qualitative engagements and quantitative surveys.

To view ongoing updates to the study, users can gain access here: https://lphs.insightsnow.com/subscribe-cle-behavior-virus

Timeline Updates

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March 18, 2020March 18, 2020

Webinar: “A New Formula for Disruptive Product Innovation”

Using Behavioral Insights in Product Design Sprints

(first in a new series)

Date: Thursday, March 19 2 pm ET

Presenters: Dave Lundahl, CEO, InsightsNow Inc. and Mark Crowell, CEO of CuliNex

We live in a time of disruptive change. Nowhere is change more pertinent than in the food industry where changes in consumer behavior as well as advances in food technology and ingredient innovation are driving challenges and opportunities. In response to this change, innovators and technologist need new tools and approaches for more rapid, iterative food product design based on behavioral insights.

Join us in this first in a series of webinars by InsightsNow in partnership with CuliNex where founders Dave Lundahl and Mark Crowell discuss a “new formula” for behavior-driven food product design.

In this webinar we'll:

Share how you'll accelerate product innovation using behavioral insights
Show powerful, yet simple tools, to help design for your consumers

Please join us on Thursday 3/19 at 2:00 ET for a webinar where you can learn about what happened at the expo if you were unable to attend in person.

Hope to see you there!

The Team at InsightsNow

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March 13, 2020March 24, 2020

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.

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.)
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.
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

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March 3, 2020March 6, 2020

Webinar: Travel Restrictions? Agile Research Options in times of Disruption

When you can't get face-to-face

Date: Thursday, March 12 2 pm ET

Presenters: Amy Mahony, Sr. Researcher, Qualitative Insights and Dave Lundahl, CEO

Travel restrictions can be both a blessing and a curse for consumer researchers. They give us more time in our schedules, but they also force us to change the way we conduct research. If this is a challenge you are facing, please join us to talk through effective ways you can leverage remote research to get you the results you need to make your next project successful.

In this webinar we'll:

Cover methodology you can use to run research remotely; including real-time, asynchronous, and hands-off methods.
Discuss pro’s and con’s to help you select methods that are the best fit for your situation.
Offer creative solutions to get the most out of testing.

Please join us on Thursday 3/12 at 2:00 ET for a webinar where you can learn about testing options when you’re unable to be face-to-face.

Hope to see you there!

The Team at InsightsNow

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February 21, 2020March 4, 2020

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?

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

Find more information here:

InsightsNow App Store

Ingredient Clean Label Scores

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January 31, 2020February 13, 2020

Webinar- February 2020 New Year Resolutions for Clean Living

Hopes, Dreams, and New Year’s Resolutions from Clean Label Enthusiasts

How are these consumers changing going into 2019? and how strong is the resolve to act?

Date: Thursday, February 13 2 pm ET

Presenters: Greg Stucky, Chief Research Officer and Karen Lynch, Sr. Director of Innovation Research & Insights

It’s February and everyone is still trying to dive into their new resolutions.

As we move into 2020, we are curious about how the behavior of "free-from" consumers will manifest in the New Year and how it differs from their intentions and behavior last year. These Clean Label Enthusiasts consumers look for food and personal care products with simple, healthy, "clean-label" ingredients.

Join us for a view of how Clean Label Enthusiasts in our custom community are changing and how they envision their future – their hopes, fears, and resolutions. As this vocal, passionate consumer base is shaping general expectations for clean product labels, we want to help future-proof your business in light of these insights.

Please join us for 30 minutes to learn ways to keep your business ahead of the trends. We'll share some of the newest insights into this leading-edge segment's behavior and how you can apply this research approach to your innovation and marketing challenges.

We hope to see you there,
The Team at InsightsNow

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January 31, 2020January 31, 2020

The Promise of On-Demand for Decision Makers

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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January 6, 2020January 7, 2020

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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November 5, 2019November 5, 2019

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 awareness—and an implicit measure of brand trust—were 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™ Burger—suggesting 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.

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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