AFE: Market Research

Sponsor: The American Floral Endowment (AFE)

The Endowment funds Market Research for many of the same reasons as stated under Scientific Research. Both avenues of research are needed for a strong and healthy industry. Although continual improvements in floricultural crop quality, yield, and longevity can be made, these factors alone will not guarantee that the products can be marketed profitably and will enhance the lives of consumers. Due to the scale and complexity of the industry, very few firms can afford to conduct meaningful Market Research. Consequently, the Endowment enables the industry to conduct research on consumption patterns and consumer behavior, obtaining data that all participants can use to better meet the market’s needs. What types of Market Research are required to ensure that the floral industry thrives and meets the expectations of all its segments and the consumers? Just as with Scientific Research, the answer is not simple and the needs change over time. The Board of Trustees of the American Floral Endowment fully understand this challenge. Before yearly funding decisions are made they receive inputs from many industry and scientific sources. Thus, industry needs and research projects drive the funding process.

What Are The Research Priorities of the Endowment and How Are They Established?

Periodically, the Endowment conducts industry surveys to assist the Board of Trustees in identifying current and future problems faced by the floral industry. The feedback helps to focus funding efforts aimed at solving specific short and long term industry problems.

Priority Areas for Research Proposals

The basic research priorities are listed below. They are focused on the consumption of all floricultural crops - bedding plants, fresh cut flowers, fresh cut greens, flowering potted plants, and foliage plants. The Basic Research Priorities are:

1. Floral and plant consumption patterns
2. Consumer perceptions of floral and plant outlets
3. Differences among heavy, light, and non-users
4. Perceptions of floral/plant gifts versus alternatives
5. Determinants of satisfaction with a floral/plant purchase
6. Other categories will be considered

Deadline:

Pre-Proposals - Call for Pre-Proposal applications is April 1 and they are due no later than June 1. Pre-Proposals must follow submitting guidelines or they will be returned. The review and notification process will be completed by October 1st.

Full Proposals - If selected by the Board of Trustees after they receive industry feedback, researchers will be notified in early October to submit Full Proposals. Full Proposals must be received by November 30 and they must follow submitting guidelines or they will be returned.

For further information, please visit: http://www.endowment.org/market-research/