Do vegetarians want foods that look and taste like meat?  To find out, we conducted in-depth interviews with vegetarians and vegans for a recent conference.

Using our sensemaking interview technique, We discovered that this is a complex market, where it is risky to make assumptions without really understanding people's real motivations  and the inner conflicts they are feeling. Some people avoid meat to help the planet, but some people avoid meat because the idea offends them. Only the first of these would be interested in a plant-based meat substitute that looks like meat.  If you would like Sue to present her findings on the vegetarian market, email her here: This email address is being protected from spambots. You need JavaScript enabled to view it.

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