eyond food, consumers interact with a variety of agricultural crops such as nursery plants. PIE Center research looks at consumer purchasing habits and helps organizations communicate and market effectively with their audiences. Click on the project names below to read short summaries, download final reports, useful graphics and more.
Testing Florida plant branding messagesFaculty: Joy Rumble Funded by: Florida Nursery Growers and Landscape Association While creating the Florida-specific plant brand Florida Garden Select, the Florida Nursery Growers and Landscape Association also developed a variety of communication materials. To test the effectiveness of the messages, FNGLA partnered with the PIE Center to conduct focus groups with potential consumers. Researchers hoped to determine how the Florida Garden Select brand and slogan, “Florida Grown, Nationally Known” resonated with consumers, as well as the types of messages consumers responded to in relation to purchasing plants. Based on the results, FNGLA would create and implement a marketing plan similar to the Florida Department of Agriculture and Consumer Sciences “Fresh from Florida” campaign. Final report
Florida Specialty Crop Foundation strategic planning workshopFunded by: Florida Specialty Crop Foundation The Florida Specialty Crop Foundation enlisted the PIE Center to help set the course for its 2011-2014 strategic plan. The PIE Center conducted a strategic planning workshop that included revising the organization’s mission and vision statements, identifying goals, action steps and measures of success for the upcoming four-year plan. The PIE Center and FSCF’s Board of Directors analyzed the foundation by examining its strengths and opportunities for improvement.
Consumer preferences for flower fragrance, colorFunded by: American Floral Endowment To combat low flower-buying trends among young adults ages 18-25, the PIE Center received a grant from the American Floral Endowment (AFE) to examine what factors significantly influence purchasing and retail shopping behaviors. The PIE Center conducted a two-part study to determining what fragrances and colors were most appealing to young adult consumers, which AFE could increase sales within the target audience. PIE Center researchers used innovative facial recognition software that used computer algorithms and modeling to assess and analyze facial expressions as a function of six expressive states ranging from happy to sad.
Florida Nursery Growers and Landscape Association strategic planning & membership surveyFunded by: Florida Nursery Growers and Landscape Association As its 2005-2009 strategic plan expired, the Florida Nursery Growers and Landscape Association enlisted the PIE Center to help set the course for the 2010-2012 strategic plan. The PIE Center conducted a strategic planning session that included revising the organization’s mission and vision statements, addressing industry trends in other organizations’ priority areas, and identifying new goals, action steps and measures of success for the upcoming strategic plan. The PIE Center and FNGLA strategic planning committee members analyzed the association by examining its strengths, weaknesses, opportunities and threats. The committee members also completed a survey to rank the goals in the five priority areas. Final report Executive summary