Catching the Exception: An in-depth qualitative social media analysis to uncover unexpected usages of plant-based Alpro products - #newrecipe #cleaneating #plantpower

Chayanne Meers and Suzanne Mulier

Alpro, a plant-based products brand, used deep-dive social analysis to identify consumer trends around plant-based products – allowing them to promote versatile and creative uses for its product ranges in Belgium.

Introduction

Before people all over the world used social media to highlight great moments in their life, to demonstrate their special connection with certain products, to unravel their opinions or to showcase their creative DIY outbursts; as market researchers we just 'simply' had to ask them about all of it.

However, 'simply' questioning consumers how they use different products & brands, what they create with them, how they make them feel, who else uses them, ... is actually not so simple. It requires a huge involvement of the respondents participating in these kind of 'Usage & Attitude Studies'. Even though...

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