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When naming their products an original name with no

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when naming their products. An original name with no reference to meat also leaves lessspace for taste comparisons and automatically lowers the expectations for products tohave a certain aavor, which could work in the brand’s favor.
8/23/21, 11:26 PMMeat 2.0: Unlocking Consumer Priorities With Social Data for the Good Food Institute | BrandwatchPage 11 of 13In terms of appearance, not all consumers were happy about their products bleeding like areal steak. This characteristic led some to express disgust rather than delight. Others weremissing the effect of browning when cooking. When consumers talked about the smell ofthe products, some drew negative comparisons to dog and cat food. Interestingly, aproduct smelling similar to meat was seen almost exclusively as positive which was not thecase for the other senses.LearningsWhen it comes to plant-based meat products, there is no “one size Ets all.” What isconsidered to be delicious varies from segment to segment. Regardless of whethercompanies want to imitate meat or create something completely new, there is demand forboth. The data showed that consumers either want a perfect imitation or a completely newproduct. Consumers seek the best of both worlds, wanting the taste of meat without theunappealing elements such as gristle, fat, tendons, and skin.There are deEnitely whitespace opportunities when it comes to meats like pork, Esh, andduck. But instead of producing a mock version of a certain kind of meat, companies couldalso work on innovations in order to please those who do not enjoy meat in the Erst place.Since the market will ultimately decide what plant-based meatproducts are successful, companies developing and sellingthese products need as much information as possible aboutwhat consumers like and don't like. For this reason, we value theinsights around consumer preferences uncoveredby Brandwatch.
8/23/21, 11:26 PMMeat 2.0: Unlocking Consumer Priorities With Social Data for the Good Food Institute | BrandwatchPage 12 of 13— Matthew Ball, Senior Communications Specialist at The Good Food InstituteMethodologyThis study included Google search data, as well as US social data from Twitter, Reddit, andonline forums. We looked at a year’s worth of relevant conversations from December 2018to December 2019 which amounted to 7,292 mentions. We segmented the data using rulesto discover the topics regarding plant-based meat that were discussed most. The tonality(sentiment) of these online conversations was also determined using established rules inthe context of positive and negative phrases and words.
8/23/21, 11:26 PMMeat 2.0: Unlocking Consumer Priorities With Social Data for the Good Food Institute | BrandwatchPage 13 of 13Learn more about what your consumers wantSpeak to an expert to find out more about the technology behind thiscase studyBOOK A MEETING
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