We Asked Users
This survey was presented to a prequalified TCD audience in contextually relevant web articles and newsletters.
Survey participants self-selected two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Survey Results
454 Sustainability Focus:
1,646 Progress Focus:
891
Aggregate Insights
The combined 82% vote for "The health benefits" and "It's good for the planet" suggests that the decision to go plant-based hinges on one of two factors for the overwhelming majority of consumers.
The underperformance of "It's cheaper" suggests an opportunity to educate consumers about the potential cost savings of plant-based eating habits.
Further polling could ask a similar question from a negative perspective — e.g., "What prevents you from eating more plant-based foods?" — to explore any gap between the way consumers perceive the appeal of plant-based diets on the one hand and obstacles to adopting them on the other.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey, as described in more detail in the Insights and Methodolgy sections below.
454 Sustainability Focus:
1,646 Progress Focus:
891
Split Insights
The clear split between "The health benefits" and "It's good for the planet" among audiences focused on health and progress on the one hand or sustainability on the other underscores the importance of crafting nuanced, context-specific messaging for different psychographic audiences.
The relative underperformance of "It's cheaper" and "I prefer the taste" among the sustainability-focused audience suggests that eco-conscious consumers are more motivated by ideology and worldview in making food choices than they are by practical concerns.
Further polling could target all three splits with a question about actual plant-based habits — e.g., "How often do you eat plant-based meals?" — to determine which consumer segments most consistently translate motivation into action.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 12 syndicated web articles. It received a total of 3,831 responses and generated segmented data across 3 primary contextual splits.
TCD surveys are embedded inline in contextually relevant web articles and newsletters. Survey participants self-select two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey. Split analysis explores the degree to which different messages — and the self-selected participants who seek them out — can shape consumer sentiment.
