What you are to do here is analyze the psychology and behavior of the American Middle Class Family relative to how and what they eat and then based on that to ANALYZE how Beyond Meat’s products might fit in here – these are your insights. – This is a consumer behavior case and you should focus on the consumer psychology, attitudes, beliefs, habits, and life circumstances of Middle Class American Families relative to the food they eat, and find insights that are relevant to understanding how Beyond Meat can gain sales inside this huge US market segment.-Follow up each consumer behavior insight with one idea of how Beyond Meat could use your insight in some practical way to help their sales and marketing success. That is, this is something they could do in response to understanding how Middle-Class consumers think and behave about the food they eat. This Action Idea is much shorter in length than your Insight explanation – somewhere about 80/20 ratio in length.