The challenge

As interest in plant-based eating continued to grow, Beyond Meat recognised that consumers were not all following the same path. Motivations, attitudes and barriers varied widely, shaped by personal beliefs, health goals, sustainability concerns and cultural context.

To drive future growth, Beyond Meat wanted to move beyond broad market segments and develop a deeper understanding of the people behind the trends. The challenge was not only to identify different consumer groups, but to help teams truly empathise with them and translate those insights into action.

The solution

We began with a large-scale Usage & Attitude study among 4,500 consumers across Germany, the Netherlands and the UK. The research explored changing meat consumption habits and perceptions of plant-based alternatives, creating a rich foundation of consumer understanding.

Building on these insights, we developed seven distinct personas, each representing a different relationship with plant-based eating. The personas combined survey findings with learnings from Beyond Meat’s existing research, creating nuanced and evidence-based consumer profiles.

To bring these personas to life, we designed an immersive workshop experience. Using AI-powered chatbots, participants could interact directly with each persona, exploring their motivations, concerns, habits and aspirations through natural dialogue. AI-generated avatars and visual mood boards added further depth, transforming static profiles into relatable human stories.

Rather than simply presenting research findings, the workshop created space for exploration, discussion and empathy, helping teams see the world through their consumers’ eyes.

The impact

By the end of the workshop, the Beyond Meat team had moved beyond understanding who their consumers were to understanding why they think, feel and behave the way they do.

The experience helped teams develop more tailored strategies for each persona, identifying opportunities to address specific needs, motivations and barriers. It also strengthened alignment around how the brand could connect more meaningfully with different audiences while staying true to its purpose.

The workshop is a testament to the power of AI in unlocking in-depth consumer insights. It exemplifies how technology can bridge human understanding, fostering a connection that goes beyond mere consumption to create brand advocates for a sustainable future.