Market research and service design
for animal-friendly food systems in Asia
Read our latest report
Discover the different customer personas and product/market strategies for plant-based meat in China, as found by Good Growth's proprietary mixed-methods study.
At Good Growth, we work with alternative protein companies, animal welfare nonprofits and social impact funders to understand consumers, scope new markets and prototype products & programmes.
We help organisations make better decisions through research and design.
Combining techniques from business, design and the social sciences, we uncover insights about your target audience. This could be customers, partners, beneficiaries etc. to better understand and engage with them.
We can deploy a range of tools and techniques from user interviews and focus groups to diary studies, surveys and more.
We can help you with your pre-market entry research to better understand the market, map out the ecosystem of stakeholders, and inform your go-to-market strategy.
With our team’s combined experience launching and working in startups, we can deploy design thinking strategies to help your team prototype a new product or initiative, as well as get feedback for future iterations.
We support local and international organisations to build ethical and sustainable food systems in Asia.
We help organisations understand Asian markets, assess threats, identify opportunities, and find talent for potential expansion.
We help companies looking to assess and enter markets in Asia, and provide investors with insights that aid deal decisions while supporting existing portfolio companies.
We help funders looking for Asian-based researchers to tackle a list of prioritised research questions and/or RFPs. Looking for an Asia-based contractor to help deliver international research? We can help!
Our Work
Understanding the Plant-based Market in China: Consumption Trends and Consumer Personas
A mixed methods study on Chinese consumers’ perceptions of plant-based meat funded by Food System Research Fund.
Using a survey of 1200+ consumers, 10 focus groups and a series of food diaries, we tried to uncover motivations behind why people eat what they eat, and understand what may trigger them to try/buy plant-based meat.
We worked with a client to identify business opportunities and come up with a business plan. The business model would revolve around helping industry players grow the market for plant-based food products in one of the biggest countries in Asia.
Our lead researcher, Jah Ying, partnered with Faunalytics to conduct a study of farmed animal welfare-related advocates in China. The report identified key challenges and bottlenecks to growing the movement, as well as opportunities for capacity building and advocacy.
A working prototype of a database that aggregates industry data sets to provide a consolidated view of China’s alternative protein industry.
We are continuing to explore ways on how we can make data useful for advocates and companies. Message us if you have ideas on how we can work together!
We bring together professionals across academia, business and design to deliver rigorous and actionable research. With a network across the globe, we bring multicultural, interdisciplinary perspectives to research and design.
Founder and Lead Researcher
Jah Ying is a social and market researcher, with 10 years of experience working with NGOs, social enterprises and startups across Asia and Europe. Her recent work focuses on the animal welfare and alternative protein industry in Asia, including consumer studies on attitudes towards plant-based products and farmed animal welfare in China, as well as landscape analyses of animal advocacy across Asia.
She is currently studying the intersection of farmed animal welfare and organisational decision-making at the University of Sydney, aiming to apply academic research and entrepreneurial experience to develop effective tools for animal advocacy in Asia. Previously, Jah Ying founded and sold a student sponsorship startup, and led climate change campaigns in China and East Asia.
Head of Design and Operations
Ella is an experienced project manager in user research and stakeholder engagement. She has led stakeholder and market research projects related to the alt protein industry in China, as well as the animal advocacy movement in Asia. She is also in charge of the distribution of research insights and general operations for Good Growth.
Prior to joining, she was involved in running sustainability-related training programmes for corporates and government bodies. She also has experience in UX research & design and stakeholder management for a top property developer in Hong Kong and Mainland China. In her spare time, you can find her trying the latest plant-based protein products around town.
Our Collaborators
We are looking for a Summer Research Assistant / Writer to help us with research projects and content sharing at conferences and social media (with opportunities for extended engagement). If you're interested in research related to farmed animal welfare & alternative proteins in Asia, check out the job description below and contact us if you're interested.
Contact
If you are interested in working with us, please reach out!
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The Good Growth Co.