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PROJECTS
Our research and communication projects help mission-driven organizations understand their consumers.
Read our case studies for highlights of research findings or take a quick look at our selected projects to learn more about our work in sustainable food and materials.
Case studies
CASE STUDIES
SELECTED PROJECTS
RESEARCH STUDY: US AND UK CONSUMER ADOPTION OF CULTIVATED MEAT
In this large representative survey study of US and UK consumers, we investigated consumer adoption of cultivated meat using a Diffusion of Innovations lens. We reported general population findings and segmented consumers by generational category and their degree of enthusiasm. The project included study design, data collection and analysis, and dissemination of findings. We published our findings in the peer-reviewed journal Foods, and The Guardian covered the research findings.
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SCIENCE COMMUNICATION WEBSITE:
WWW.WHATISCULTIVATEDMEAT.COM
We created a science communication website about cellular agriculture to serve as an educational resource for laypersons to understand this new meat production method. The project included content development, site design, visual design, SEO optimization, and technical advising with experts from academia and industry.
RESEARCH STUDIES: CONSUMER PERCEPTIONS OF NEXT-GEN MATERIALS
We are establishing a consumer research study program on sustainable and animal-free materials used in the fashion, automotive, and homegoods industries. We have conducted a US pilot study on leather alternatives and a US nomenclature study for the overall materials category. We are in the process of conducting a segmentation study to understand consumer attitudes, perspectives of desirability and functionality, and purchase interest in common types of products. The reports are available for download at www.materialinnovation.org/reports
RESEARCH STUDY: SOUTH AFRICAN CONSUMER ADOPTION OF ALTERNATIVE PROTEIN
We are serving as research advisors for the Credence Institute’s online survey of South African consumers. The study will assess consumer adoption of plant-based and cultivated meat as pathways to a sustainable and equitable food supply.
PROGRAM EVALUATION:
QUANTITATIVE IMPACT ASSESSMENT
We are designing and implementing an effective and sustainable outreach evaluation process for VegFund’s four programmatic areas. The project includes designing surveys, developing data collection protocols, writing a training manual and conducting a webinar, developing a long-term tracking system, and writing reports.
DATA ASSESSMENT:
QUANTIFYING MEAT CONSUMPTION IN THE US AND CHINA
We conducted a search and feasibility assessment for data sources that quantify meat consumption in the US and China by product type.
ANALYSIS: CHARACTERISTICS OF SOUTH AFRICAN EARLY ADOPTERS OF CULTIVATED MEAT
We conducted a secondary analysis of Credence Institute’s open-access data set on South African consumers. In this analysis, we segmented consumers by likelihood of purchasing cultivated meat and reported the attitudes and sociodemographic characteristics of early adopters. Learn more about the study here.
SCIENCE COMMUNICATION WEBSITE: WHATISCULTIVATEDMEAT.COM
We created a science communication website called www.WhatIsCultivatedMeat.com to educate laypersons about this new meat production method. The project included content development, site design, visual design, search engine optimization, and technical advising with experts from academia and industry.
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