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 AprilCLE reported their day-to-day behaviors continuing to evolve22% utilized at home delivery of groceries most often, up from 9pre-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

 

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Mar. 25, 2020

InsightsNow offers online qualitative services and access to custom communities to insights professionals to continue projects.

Learn more HERE.

March 13, 2020

The novel coronavirus is one of the most disruptive forces we have seen in the world recently. In the face of this rapidly changing environment and current emergency situation, we know that now, more than ever, there is a need to be agile and innovative on all fronts. Our thoughts are with those directly and indirectly being affected by COVID-19, and we hope for a quick decline and resolution to this crisis.

InsightsNow Operations
InsightsNow’s team is highly flexible and accustomed to working remotely. And not only are our researchers, project managers, operations staff and everyone else able to keep your projects moving forward virtually, our innovative research approaches themselves lend themselves to a virtual world. Workflows are anticipated to continue without interruption, and we will continue to support you to both start, maintain, field and complete projects.

Grounded, For Now 
It is so fortunate that we live in a virtual world and can work remotely to keep everyone healthy and safe.  We are set up to run virtual research projects, have meetings by video conference, and utilize other technologies while grounded by this pandemic.  While our staff is not traveling at this time and following local, regional and global health advice and directives, let us know what you might need from a virtual standpoint. We can help set you up or jump on a video call – whatever helps most during this time.

Monitoring the Situation 
It’s a time of uncertainty and enormous shifts in the marketplace and workplace. We are working hard to keep our finger on the pulse of our market research industry and the various industries we serve. As things evolve, we can help you map out timing, project plans, and other variables that may be affected by the current situation.

This page will be updated regarding the current situation here at InsightsNow, but for global breaking news on the pandemic itself, we encourage you to visit the World Health Organization https://www.who.int/emergencies/diseases/novel-coronavirus-2019/events-as-they-happen and the Center for Disease Control https://www.cdc.gov/coronavirus/2019-ncov/summary.html.

Need some support navigating our new reality, and keeping your projects going virtually? Reach out to us.

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