Cultured Meat: A Mind Genomics Cartography of a Technology in its Infancy

Respondents evaluated combinations of messages about the emerging technology of cultured meat, these messages created to be meaningful to a non-technical person, and dealing with the sensory, technical, and sociological aspects of cultured meat. The data suggest that the respondent does not understand what cultured meat ‘means’, and may agree with statement which directly negate each other. There are three poorly-defined mind-sets underlying the Mind-Set-Focus on ingredients and on product form; Mind-Set 2-Focus on sustainability and ingredients; Mind-Set 3-Focus on ethical and social issues as well as on product form. These three mind-sets are intertwined within the population, and cannot be separated by conventional geo-demographics. These data present a unique opportunity to understand the formation of one understands about a new technology in food design, cultured meat.