Webinar 39: Restaurant & Fast Food Behaviors – CLE make Sustainability Trade-offs during COVID.

Presentation Date:   Thursday, August 13,  2 pm ET, (11 am PT)

Presenters
Greg Stucky,  Chief Research Officer, and Julie Quante, Research Director

Most Clean Label Enthusiasts have strong values regarding sustainability and earth friendly practices. Yet they are facing a difficult dilemma when they want to eat out.
"Do I prioritize my passion for sustainability or my concerns about the safety and cleanliness of the dishes and equipment?"
Join Greg Stucky and Julie Quante as we talk about
  • how people are making choices,
  • what motivates those choices and
  • what type of impact that will have on the food service industry.

Please register and join us!

Julie Quante, Research Director

Julie is a Research Director at InsightsNow with experience in the FMCG industry (most recently Tyson Foods).  She is a graduate of the University of Cincinnati (B.S. Industrial Management) as well as UC Davis with a certification in Sensory and Consumer Research.  As a Research Director at InsightsNow, Julie coordinates and facilitates studies for a multitude of CPG companies and leverages her sensory and consumer insights background for these clients as well.  She is heavily immersed in InsightsNow's pioneering Clean Label Enthusiast community.

Webinar 40: Borrowing Playbooks; Developing New Methods for Disruptive Innovation

Learn how blending quantitative techniques into qualitative research helps identify opportunities to disrupt consumers through messaging and positioning.

Presentation Date:   Thursday, August 20       2 pm ET, (11 am PT)

Presenters
Kayte Hamilton, Client Partner Director and Charles Rodriguez, Sr. Research Director, InsightsNow Inc. 

Disrupting consumers is the hallmark of innovation. We discuss new ways to disrupt on an almost daily basis, both internally and with our clients. In this session, join Chuck and Kayte as they share:

  • How adding implicit quantification improves traditional qualitative message testing
  • How integrating social intelligence and social listening with qualitative probes improves your ability to find opportunities to disrupt consumers.
  • Examples for how InsightsNow effectively leverages mixed-method research execution styles and see first-hand case studies from a variety of industries

Hybrid research leaves a big impact on your insight generation. It’s more than just working smarter (not harder)... it’s working better!

Join us as we show how you to get started right away.

Webinar 38: Evolving CLE Shopping Motivations during COVID

Presentation Date:   Thursday, July 9       2 pm ET, (11 am PT)

Presenters
Greg Stucky,  Chief Research Officer, 

Clean Label Enthusiasts are starting to re-prioritize their shopping motivations and product selections.

In this session we will look more deeply into what is motivating Clean Label Enthusiasts to start changing their shopping choices. They are moving away from functional shopping and their new priorities are changing what foods they shop for and why. We will discuss how these changed motivators are the tipping point indicator for introduction of Line Extensions. If you haven’t been getting them ready for launch, now is the time!

Join us as we show how the pattern is changing and what you can expect in the future.

Please register and join us!

What Will be the Post-Coronavirus New Normal? The Emotions Insights Wheel™ May Provide Answers

In this time of great disruption, consumers may seem like a moving target. If you are charged with innovation or marketing for your company, you need information to know how to respond to not only the disruptions of the moment, but to prepare your brands for the future. For this reason, we are applying a behavioral framework to not only provide insights into how and why consumers are changing now, but also to provide accurate foresights into what will become the post-coronavirus new normal.

The Emotions Insight Wheel™ was developed in 2011 by InsightsNow Founder and CEO Dave Lundahl.  It provides a framework to understand the motivators of behavioral change.  A simplified version of this framework in shown here.   This framework separates motivators into four quadrants: functional, social, sensorial and psychological.

Motivators can be product cues that signal benefits (or rewards) that products will provide in the context of moments.

  • Functional motivators are cues that signal a product will be safe, healthy or convenient. 
  • Social motivators signal a product will provide social connectedness or reinforce self-social identities. 
  • Sensory motivators signal products will be enjoyed and fit within sensory expectations (e.g. ethnic food).  
  • Psychological motivators signal a product will yield comfortthe promise of surprise or an opportunity for mood change (e.g. relaxing). 

Motivators can also be environmental cues that trigger routines for how we shop, prepare to use products and use them. In times of disruption, old motivators become obsolete and new motivators are formed.  

This framework of motivators can be applied to not only form insights about how to design products to signal benefits and rewards as promised through market communications, they also can be applied to forecast behavioral change. 

We broke up the time of behavioral change into four periods of adjustment. We then applied the Emotions Insight Wheel™ to create timelines of our forecasted functional, social, sensorial and psychological motivators.

Emotions and motivators during disruption

Guided by the framework, we were able to form some initial forecasts for how we believe new motivators, cues and their respective emotions might shape future consumer behavior. Our current tracking research into the novel coronavirus change is applying this framework to design qualitative and quantitative research. Further, as we learn more through this research, we are using this framework to update, validate and shape our future forecasts into how this "Time of Disruption" will lead to new behaviors during the "Period of Adjustment" and beyond.   

Motivators and Emotions

Motivators drive future behaviors by eliciting emotions during product or shopping experiences. This can be disappointment or relief against hopes or fears, (dis)satisfaction against expectations, sense of pride or shame, or feelings of boredom or surprise against expectations. They also elicit feelings of liking or product love. The greater these emotions, the stronger the memory of past experiences and desire to take new actions to avoid, mitigate or repeat. As people consider their options for how to change their behaviors, anticipation emotions such as hope, fear, intrigue, desire or disgust come into play to motivate how they will act.

Our recommendations for companies:

Address New Motivators During “Time of Adjustment”

  • Prioritize communications and marketing innovations which address new functional and social motivators.
  • Use an innovation idea starter, such as: how can you better deliver a shared social experience when the people are only sharing the experience virtually?

Prepare for “Time of Recovery”

  • Monitor change in motivations to align brands and products for "Time of Recovery" growth.
  • Re-contextualize your product messaging to align with the new situations people are currently experiencing.
  • Prioritize short-term innovations and communications which address emerging changes in functional (e.g. dissatisfactions), psychological (e.g. boredoms), social (e.g. new prides) and sensorial (e.g. new enjoyments) motivators.

Prepare for “New Normal”

  • Monitor change in motivators to predict long-term change in motivators among category users.
  • Focus long-term innovation plans on how "Time of Recovery" leads to new desires driven by change in functional, social, psychological and sensorial motivations.

As we move through these four periods of change, you can gain access to our weekly updates into how shopping and consumer behavior is changing (click here). We will also notify you of relevant new behavioral research reports when they become available into novel coronavirus behavioral impact on topics such as consumer trust, clean living and trends in changing motivators impacting food, beverage, supplement, pet food and non-food products.  

Emotions Insights Wheel™ is one of several frameworks in InsightsNow's BehaviorLens Approach®.

For a business strategy to succeed, it must shake up the status quo and disrupt consumer behavior habits.