https://www.gfk.com/behavior-change-hubhttps://www.gfk.com/bahavior-change-video-seriesMosa Meat are a food technology company based in the Netherlands. Mosa Meat’s mission is to completely reshape the future of food: making it better for us, the planet, and for animals. How are they doing it? Simple, by creating the world’s kindest burger using cultivated beef.We caught up with Maarten Bosch, CEO of Mosa Meat to get his perspective on the changing demands of consumers in the meat category, and how he sees the role of the supplier playing an integral role in the changes to come.Discover how Mosa Meat understand patterns of consumption and the key factors that affect consumer decision and purchase behavior, when it comes down to meat consumption. 0:48 Bosch explains that the main factors affecting the purchase decision of possible consumers are: – Animal welfare – Positive impact on the environment – Improved consumer health This is especially true for younger generations of consumers. 1:26 He also explains that as time passes by and due to economies of scale, their product will become more affordable. According to him, he goes on, this is so, because production will be done on a lower price, having a positive impact on price levels for consumers. Climate change and helping towards a better climate is Mosa Meat’s main mission, as Bosch goes on explaining. This is so because animals produce greenhouse emissions. However what consumers want is meat and not necessarily negative externalities on the climate that are associated with meat production. He goes on and explains that with Mosa Meta’s way of production, 97% of greenhouse emissions that would come from the meat production industry could be reduced. They are not telling the consumer to replace or change their meat consumption pattern, as Mosa Meat is also meat, they’re improving the way meat is produced, having a positive impact on climate change.This video is a part of an interview series with industry experts regarding their views on the five major forces for change defining the FMCG landscape.Follow us on social media!Subscribe to our YouTube channel: https://www.youtube.com/channel/UCOOOIsHK_LAUlDvYIATA-BQGfK on LinkedIn: https://www.linkedin.com/company/gfk/GfK on Twitter: https://twitter.com/gfkGfK on Instagram: https://www.instagram.com/gfk.insiderImprint: https://www.gfk.com/legal
Discover gfknewron for your business: https://www.gfk.com/insights/video-what-is-gfknewronHi, I’m Sean O’Neill, Chief Product Officer at GfK.0:09 Can you tell me more about gfknewron?gfknewron is our new platform that brings together many of the insights that we have helped our clients with before, but now all together, extremely simple and easy user interface that the entire company can use to solve their business problems.0:34 What’s unique to gfknewron?We are bringing together enterprise great insights, with AI, algorithms, predictions, elasticities, supply, demand, consumer sentiment, and we’re pulling all these together to tease out the important things people need to know most. This is an easy-to-use tool and a product that the entire organization, from the frontline to the CEO and back, can use to use the same ground truth, to understand, decide, and win in their markets.1:20 How does gfknewron help its clients find the right signals within the noise of data? gfknewron helps our clients understand across a number of sectors what’s really happening.- gfknewron market product: tells you what’s happening for my brands and my models in my channels, compared to all of my competition. Who’s coming. Who’s going, am I rising or falling? – gfknewron consumer really brings together a wonderful compliment who are my target audiences? What do they care about? How does my brand compare to where they are now? How have previous brand owners of my brand, what do they feel? It’s a powerful tool to help understand who, where, and why from the consumer sentiment side. – gfknewron predict. This is the power of artificial intelligence and machine learning to really find those signals from noise and you could make an adaptation. We can help our clients run their businesses better.2:36 How can gfknewron help organizations collaborate and make better decisions?One of the really important points of gfknewron is, it is built for everybody in the organization. And as we’re able to join up point of sale data, which historically had been used heavily in some sales and category markets, but not always as available to some of the other functions. And we’re combining that with consumer sentiment data, which traditionally might have been in the brand or marketing team, but maybe other parts of the company weren’t even aware it was there. And that allows the whole company to move faster, making better decisions.3:34 Why is it important to have real-time access to up-to-data? How can this help a business win the market?The speed of competition is picking up. What used to work in the past of waiting for a month or two to try and make a decision? That’s just not good enough anymore. To succeed and to win in your market, you’ve got to keep up with what’s changing in consumer sentiment. 4:21 How do you know whether the actionable insights you’re getting will transform your business?We have many clients and their users who have already been early adopters of gfknewron. And there were many case studies we’re building up where our clients are able to get the return on investment from gfknewron, because our alerts brought to their attention products, where they were cannibalizing themselves and had not really appreciated to the depth or other clients where they’re trying to develop new products and figure out what features matter most and our insights and competitive matrix help them identify which features are going to make the biggest difference. 5:20 How can AI and data help decode the future?We’ve got incredible expertise that the world recognizes and values of understanding our markets, our categories, our products, our clients, our industries, we’re bringing the best of our human intelligence with the best of machine learning and artificial intelligence. Which products are competing for the same customers’ share of wallet and then be able to figure out well, who’s earning at the bottom of that peer groups for the price point, and who’s earning a revenue premium above it?And this intelligence from our expertise combined with the machine learning to calculate it, allows us to answer very important questions for our clients at scale, across all of these cells, they’re better together. The amount of data is overwhelming our clients and time and time again, our clients are telling me, I don’t need more data. I need actionable insights. And the difference between the massive amount of data that has the signal is hidden in it and actionable answers are how do you detect the right patterns at the scale every week for every client, every brand, every product. That is something that machines are built for. By leveraging that speed and power, we can generate tens of thousands of alerts and recommendations every single week that matter to our clients to help them win.
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