Does order matter in market research?
When we think of market research, we think of ...
Farming is increasingly reliant on science and new discoveries. From herbicide-tolerant traits to building fully-automated dairies, farming has become contingent upon the brightest of minds. And the key to communicating this science to farmers is credibility. Credibility is built through research, trials, peer reviews and publications. It requires dozens of years, grants, and millions of dollars to earn that credibility.
The additional challenge to credibility is the growing, if unfounded, skepticism to science in the 21st century. From climate change, to vaccinations, to fluoridated water, there is no shortage of reasons to question what science is afflicting on our population. However, in his 2017 findings, Lee Rainie, director of internet and technology research for The Pew Research Center, presented that Americans are most likely to trust scientists over other groups on these same issues. Yet it takes only one misstep to discredit that work, with an error in reporting authorship, academic or professional affiliation, or references. Therefore, it is up to us as ag communicators, product stewards and brand marketers, to take the onus and ensure that we are messaging accurately and recognizing the contributions made to science and the individuals who made them.
Below are some guidelines for connecting with scientific and agronomic experts and reporting on them accurately:
We can confidently say that science is real. You are a living, breathing creature of science. Celebrate it, champion it, and continue to work with experts to learn more about how it will enrich your ability to be a better steward for your products, brands, farmer-customers and industries. Most experts are thrilled to teach you what they know. Take the opportunity to listen, share and propel it forward.
When we think of market research, we think of ...
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