Webinar 41: What’s for lunch? Innovation ideas for at home or at school meals

Priorities and behavior adaptations with return to school

Presentation Date:   Thursday, Sept.  10     2 pm ET, (11 am PT)

Presenters
:  Sarah Kirkmeyer, Sr. Director Client Partnerships and Ann Bracken, Sr. Director Business Development
, InsightsNow Inc.

Going back to school this year is dramatically different for so many families in the US.  With all of the changes related to COVID-19, lunch meal planning is adding another layer of stress and concern for families.   The need for safewholesome and convenient lunches is paramount whether consuming at school via brown bag or cafeteria or at home with virtual/remote learning.   

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By leveraging behavioral research, we will learn about parental needs and wants for back to school lunches considering each of these schooling options.  Together with an implicit/explicit approach for these 3 different moments (lunch at home, brown bag and cafeteria), we can capture important characteristics and ones where parents are willing to make tradeoffs.  Then, by engaging with InsightsNow’s Clean Label Enthusiasts Community, we are able to uncover product ideas and consumer-driven innovation opportunities in each of these moments, relevant for today’s environment.   

Engage with us during this webinar to see ways to provide nutritious yet relevant lunch options for kids across all types of learning environments.  

Uncovering Innovation Opportunities Through Consumer Motivators

How to gain insights into choice drivers during pandemic-related disruption  

By Greg Stucky, Chief Research Officer, InsightsNow 

The landscape of our lives has undergone incredible, seemingly unpredictable, change as COVID-19 continues to sweep the globeand we have been in a state of constant revision for how we live, interact, work, play and shop. Yet amid the chaos there actually is a good amount of predictability to how these constant revisions take shape. By focusing on how people work through disruptions emotionallyInsightsNow has been able to leverage behavioral psychology to predict how people will react and how marketers and innovators can help them through their journey.  

Consumer Emotions During COVID-19

All of us as a global society are working through emotions as we slowly define our own new normal. When COVID restrictions first began we all reacted with surprise, fear, and anger; many of us then moved on to sadness and disappointment.  We started seeking comfort and were experiencing dissatisfaction in the alternatives we were forced to use due to the pandemicA feeling of relief came when our favorite products were available again, but then came boredom with our situation and context. As stresses started to mount during these past months—and we realized this wouldn’t be over anytime soonwe started looking for ways to lift our mood and find enjoyment and reliefSome of us are settling in and looking towards the new and intriguing opportunities, but most of us still struggle to have hope and find new hope and new desires.  

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Predicting Consumer Behavior

How do we predict and examine behavior for brand success in a time when nothing seems predictable, and daily lives and expectations seem to change constantly in ways beyond comprehension? InsightsNow looks at emotional and behavioral frameworks to examine and foretell behaviors. The foundation of the emotional model most useful for this pandemic-related disruption starts with classifying the motivators of our choices into four categories: functional, social, psychological and sensorial.

    • Functional Motivators are a central motivator right now as consumers feel their basic human needs are threatened—needs like safety, protection, health and preparedness.
    • Social Motivators are important due to ongoing changes happening in family relationships, peer-to-peer social relationships, who we trust and our feelings toward ourselves.
    • Sensorial Motivators are important as people look for products and experiences that help them cope—and potentially provide them with enjoyment and relief.
    • Psychological Motivators are important in helping people achieve balance in their lives, and this psychological balance is achieved through mood change.
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In order to look more closely at these motivators, InsightsNow has been tracking insights from our proprietary, trend-identifying Clean Label Enthusiasts® (CLE) consumer research community. These ongoing study participants are primary shoppers with a specific set of behaviors around the clean-living movement, behaviors that strongly influence their buying decisions. Looking at this set of shoppers is helpful because this group has been shown to be at the forefront of identifying what is to come for the larger populationThese shoppers offer rich insights into how brands and products need to communicate, shift and innovate to reach consumers during COVID-19. 

Consumer Motivations During the Pandemic

While behaviors are changing, people are currently pre-occupied with the motivation to find a comfortable pattern in daily activities, activities which are ever evolving due to safety mandates put in place by external entities like governments and schools. This is keeping us constantly driven by a higher than typical level of Functional motivatorsmostly a sense of safetyAs this new and unexpected way of life continues, many are experiencing increased stress for a variety of reasonssome are struggling with isolation, others are feeling overwhelmed, and many are fighting varying levels of depression during this timeStemming from these emotions, InsightsNow finds Social and Psychological Motivators are now outpacing functional motivators in the choices people make.  

To cope with these constant disruptive changes, we are seeking products and experiences which will provide a pleasurable or relaxing distraction.  Specifically, Sensorial Motivators have been found in InsightNow’s ongoing study to be growing in importance as consumers report an increased desire for products to satisfy sensorial cravings, and Psychological Motivators are now topping the charts as most important as we seek products which will lift our moodFor marketers, this means you can help improve consumers’ lives by introducing products which offer those benefits. For innovators, this means finding ways to add a delightful twist to the common brands they know and love 

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Itll be a bit of time yet before everyone truly gets a sense of the new normal, when consumers start to truly desire completely new-to-the-world offerings and are ready to take on greater and more exuberant risks with products and experiences. However, monitoring emerging motivational patterns while studying consumer behavior through an emotional framework will lead to better predictions about when this will occur. 

To follow along with InsightsNow’s tracking of these motivations and behaviors visit: https://www.insightsnow.com/custom-communities/responses-to-covid-19/ or reach out to us at info@insightsnow.com. 

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

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 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 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.