News & Media :: Press Releases
NMI and The Organic Center Partner on Upcoming Organic Consumer Research Study
March 10, 2011
Harleysville, PA March 10, 2011: NMI, the international strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace, announced today that it is partnering with The Organic Center on an upcoming organic consumer research study. The Organic Center is a leading research institute focused on the science of organic food and farming.
The comprehensive research project is designed to provide a clear understanding of how organics fit into the way consumers eat, shop and live and to discover which messages are important to consumers thus leading to increased trial and usage. The study will help to increase consumer understanding of the difference between organic and conventionally grown foods. According to NMI President Maryellen Molyneaux, "New consumer emphasis on self-responsibility and the fusion of personal and planetary health indicate an opportunity to reach more consumers with an invigorated and clarified message from the organic industry. The need for clearer messaging is also evident in consumer confusion between 'natural' and 'organic' claims."
The study will commence in June 2011 and conclude with sponsor reports and workshops in January 2012. The methodology plan includes four robust phases: trended, syndicated data analysis; in-home and shop-along ethnographic research; eight-week online organic community qualitative research; and organic messaging plus 15 category surveys with 4,000 U.S. adults. In addition, sponsors will have exclusive access to the data prior to any information being released.
Adds Joan Boykin, Executive Director of the Organic Center, "This study will go beyond traditional analysis of organic trends. It will clarify the reasons to believe in organic in general and within the context of product categories. We believe it is important for the organic industry to come together to address these issues and this study will help us to clarify the messaging that will resonate with consumers."
NMI is an international strategic consulting, market research and business development company specializing in the health, wellness and sustainability marketplace. Our dynamic capabilities focus on the well being of people and products and the environmentally and socially responsible sustainability of the planet. For information on NMI's research services and syndicated reports, visit www.nmisolutions.com.
About The Organic Center
The Organic Center's unique mission is to advance scientific research on the health and environmental benefits of organic food and farming, and to communicate those benefits to the public. As an independent nonprofit 501(c)(3) research and education organization, we envision improved health for the Earth and its inhabitants through conversion of agriculture to organic methods. All of The Organic Center's research reports, publications, consumer guides and videos are available free of charge on our website, www.organic-center.org.
For More Information Contact:
Nancy White, Director of Marketing
215.513.7300, ext. 225