A Cartography of Canadian Mindsets Related to Plant-Based Meat

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What is MindCart AI?

MindCart AI is an empirical solution for identifying what to say, how to say it and to whom.

  • Questions
    What to say

    The right themes

  • User experience
    How to say it

    The most persuasive language

  • Search
    To whom

    The most receptive mindsets

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What was the purpose of this study?

The study was designed to understand the mind of Canadian consumers related to plant-based meat.

What are the virtue signals?

  • Formulated to contain healthier ingredients
  • Good for you & the environment
  • Contains natural ingredients
  • Produced with sustainable ingredients

What are the health benefits?

  • Helps you lose weight
  • Plant-based foods increase fibre intake…strengthens your digestive system
  • Plant-based foods are rich in vitamins
  • Plant-based foods reduce the risk of type-2 diabetes and cardiovascular diseases

What are the sensory properties?

  • Appearance: exactly like meat
  • Aroma: exactly like meat
  • Texture: exactly like meat
  • Flavour: exactly like meat

What are the uses and forms?

  • Use: pastry, bread & meat pie
  • When: at a business lunch
  • What: at home with family
  • Form: meat slices & patties

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What mindsets did we discover?

"These questions and answers are mixed together to create combinations resulting in 24 unique vignettes that the participants rate"


You want your plant-based meat to look, feel, smell and test like real meat.


You want your plant-based meat available in a variety of forms, both at home and when dining out.