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What are the most effective ways to analyze consumer preferences for plant-based meat products?

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Plant-based meat products are gaining popularity among consumers who seek alternatives to animal products for health, ethical, or environmental reasons. However, not all consumers have the same preferences, motivations, or attitudes towards these products. How can agribusinesses understand and segment their potential customers better? In this article, you will learn about some of the most effective ways to analyze consumer preferences for plant-based meat products using various methods and tools.

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Monica P. Zelaya

Product & Market Development / Technical Sales / Customer Relationships / Technical Writing / Market Research

1 Survey design

One of the most common ways to collect data on consumer preferences is to design and conduct surveys that ask relevant questions about their consumption patterns, attitudes, beliefs, values, and motivations. Surveys can be administered online, by phone, or in person, depending on the target population and the budget. Surveys can use different types of questions, such as closed-ended, open-ended, or Likert-scale, to elicit different levels of information and feedback. Surveys can also include conjoint analysis, which is a technique that asks consumers to rank or rate different combinations of product attributes, such as price, taste, texture, nutrition, or environmental impact.

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Monica P. Zelaya

Product & Market Development / Technical Sales / Customer Relationships / Technical Writing / Market Research
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In my experience, surveys are one of the most effective ways to measure consumer attitudes and behaviors. Survey data is an important way to understand what your consumers are doing, as well as their motivations. These are key points that highlight why surveys are a must in your consumer preferences research: 1. Their accuracy is high and they are reliable 2. They are more ethical and GRDP compliant 3. Researchers can go into greater detail 4. It is accessible to anyone It is a good idea to pair surveys with other research tools, including trend analysis, team interviews, and audience behavior analysis.

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2 Data analysis

Once the survey data is collected, it needs to be analyzed to extract meaningful insights and patterns. Data analysis can involve various statistical methods, such as descriptive statistics, inferential statistics, correlation, regression, or factor analysis, to summarize, compare, and explain the data. Data analysis can also use more advanced techniques, such as cluster analysis, which is a method that groups consumers based on their similarities or dissimilarities in their preferences, behaviors, or characteristics. Cluster analysis can help identify different segments of consumers who have distinct needs, wants, and expectations from plant-based meat products.

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Monica P. Zelaya

Product & Market Development / Technical Sales / Customer Relationships / Technical Writing / Market Research
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A well-structured market adoption strategy for any type of product is based on the information quality from results obtained from surveys and related research tools. From the application and product development standpoint of view, the interpretation and insertion of a market survey are pivotal specifically in the design of prototypes, which in turn are strong indicators of how robust the path to adoption is. In my opinion, the most effective analysis of data is obtained through cross-functional team interactions (statisticians, market researchers, sensory experts, application specialists, etc.)

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3 Data visualization

Another way to analyze consumer preferences is to use data visualization tools, such as charts, graphs, tables, or maps, to present and communicate the data in a clear and engaging way. Data visualization can help highlight the key findings, trends, and relationships in the data, as well as reveal any gaps, outliers, or anomalies. Data visualization can also help compare and contrast different segments of consumers and their preferences for plant-based meat products. Data visualization can use various software applications, such as Excel, Tableau, or PowerBI, to create and customize different types of visuals, such as pie charts, bar charts, scatter plots, or heat maps.

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Monica P. Zelaya

Product & Market Development / Technical Sales / Customer Relationships / Technical Writing / Market Research
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The goals of data visualizations can be probably understood within three main concepts: to explore, to monitor, and to explain. By simplifying complex information, data visualization helps decision-makers make informed and effective decisions quickly and efficiently. Even technical challenges can be explained easily and solutions tested directly by adjusting parameters in the data.

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4 Qualitative research

Another way to analyze consumer preferences is to use qualitative research methods, such as interviews, focus groups, or observation, to collect and interpret rich and detailed data on consumer experiences, opinions, emotions, and stories. Qualitative research can help explore and understand the underlying reasons, motivations, and meanings behind consumer preferences for plant-based meat products. Qualitative research can also help generate new ideas, insights, and hypotheses that can be tested further with quantitative methods. Qualitative research can use various tools, such as audio recorders, video cameras, or notes, to capture and document the data.

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5 Sentiment analysis

Another way to analyze consumer preferences is to use sentiment analysis, which is a technique that uses natural language processing and machine learning to identify and measure the positive, negative, or neutral tone of the text or speech. Sentiment analysis can help evaluate and monitor consumer feedback, reviews, comments, or ratings on plant-based meat products across different platforms, such as social media, websites, or blogs. Sentiment analysis can also help identify and track the key topics, themes, or keywords that consumers use to express their preferences, opinions, or emotions about plant-based meat products. Sentiment analysis can use various tools, such as Google Cloud Natural Language API, IBM Watson, or TextBlob, to perform and automate the analysis.

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6 Consumer behavior models

Another way to analyze consumer preferences is to use consumer behavior models, which are frameworks that explain and predict how consumers make decisions and choices about products or services. Consumer behavior models can help understand and influence the factors that affect consumer preferences, such as personal, psychological, social, or situational factors. Consumer behavior models can also help design and implement effective marketing strategies, such as product development, pricing, promotion, or distribution, to meet and satisfy consumer needs and wants. Consumer behavior models can use various theories, such as the theory of planned behavior, the theory of reasoned action, or the transtheoretical model, to guide and inform the analysis.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Rorri Heller
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For plant-based meats, actions may speak even louder than words. Grab some actual sales (point-of-sale) data. Plot distribution, price and sales (including velocity) over time. Go back as far as you can. Look for trajectory (growth v. decline), seasonality, price trends, package size/variety if you can get it, brand preferences (competitive market share) and geographic (which may also provide insight into demographic) differences. Complement with consumer research to understand the ‘why.’

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What are the most effective ways to analyze consumer preferences for plant-based meat products?

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1 Survey design

2 Data analysis

3 Data visualization

4 Qualitative research

5 Sentiment analysis

6 Consumer behavior models

7 Here’s what else to consider

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