VBT 156: Che Green on Consumer Research Trends&What Data Vegan Brands Need to Succeed - a podcast by Katrina Fox: Journalist, Media Trainer and Vegan Business Coach

In this episode I interview Che Green, co-founder of Moonshot Collaborative, a new consumer research firm offering affordable solutions for vegan and plant-based brands.

Based in Washington State, Che is a 25-year market research veteran focused on sustainable and ethical consumerism, including plant-based foods.He has led research efforts for groups ranging from Fortune 50 companies to international nonprofits.

Che co-founded Faunalytics more than 20 years ago, which provides data for animal activists to enable them to be more effective.His work has involved understanding consumers’ behavioral motivations and decision-making, and applying these insights to help companies expand their customer base and increase sales.

His deep consumer research experience includes a range of quantitative (surveys, experiments), qualitative (focus groups, interviews), and mixed-method research.In 2021, along with investor and plant-based industry veteran David Benzaquen, Che co-founded Moonshot Collaborative, a research company that provides consumer insights into the vegan and plant-based sector, to help food innovators and disruptive brands grow.

In this interview Che discusses:• Key consumer research trends that you need to know about if you have or plan to have a business in the vegan and plant-based sector

• What kind of data should brands be looking to get and how this differs depending on what stage the company is at• What kind of sample size you need to get good results

• The costs of consumer research and how Moonshot Collaborative is able to provide more affordable options• Concrete examples of how investing in consumer research benefited two plant-based brands

• His predictions regarding the growth in uptake of vegan and plant-based products• And more


Visit the Moonshot Collaborative websiteVisit the Faunalytics website

RESOURCES:My Online PR Course for Vegan Business Owners&Entrepreneurs: Vegans in the Limelight

My book Vegan Ventures: Start and Grow an Ethical BusinessServices: Work with me

Follow Vegan Business Media on:Facebook  
Twitter Instagram 

Connect with me personally at:Facebook 
Twitter LinkedIn

  

Further episodes of Vegan Business Talk

Further podcasts by Katrina Fox: Journalist, Media Trainer and Vegan Business Coach

Website of Katrina Fox: Journalist, Media Trainer and Vegan Business Coach