What people know and believe drives consumer choice in the marketplace and, through the political process, public policy affecting agricultural and natural resource industries. Public opinion can have as much impact on enterprise 'sustainability' and profitability as pest and disease problems, soil and climate limitations, and availability of suitable commercial varieties. We can help your firm or industry association:

1. Show the extent to which Florida public opinion is consistent or inconsistent with your needs and interests,
   
2. Determine whether people understand what you do and why it matters,
   
3. Identify themes and problems for communication strategy in support of your goals,
   
4. Provide information to policy-makers about public understanding and support, where they exist, on issues important to you.

Consumers
How do consumers view the processes by which your products are made and brought to market? How and by whom are purchase and consumption decisions for your products made? How do your products stack up against other options in the marketplace, particularly products from other countries? Survey research can help to show who does what and why regarding the commodities and products you provide.

Association Members
What services to industry members want from the associations to which they belong? How satisfied are they with the services they receive? What are non-members of associations looking for that they aren't finding? Survey research can be vital in strengthening and developing strategy for industry associations.

Special 'Publics'
What do members of the news media know and think about your organization or industry and the issues important to you? What about environmentalists? What about local and state office-holders? Survey research can target specific groups and communities whose statements or actions affect your organization and its interests.

Academic Research Staff

Dr. Marshall Breeze is an associate professor in the Department of Agricultural Education and Communication in the University of Florida, Institute of Food and Agricultural Sciences ('IFAS'). Dr. Breeze collaborates frequently with the Center for Survey Research on projects dealing with issues and interests important to agriculture and the natural resources industries. His doctoral degree is in communication theory and research from the Florida State University. He has extensive experience in design and analysis of telephone surveys and has also done focus group interviewing and reporting.

Dr. Breeze conducts an annual consumer survey for the Agriculture Institute of Florida, a consortium of agricultural communication officers from industry, commodity associations, and government. He also handles projects for individual clients from government and the natural resources industries. Recent topics of investigation have included knowledge and opinion about citrus canker and its eradication in south Florida biotechnology and genetically modified foods; impact of invasive pests and support for exclusion measures; food safety in production, processing, and distribution; and public priorities for public research and education programs in agriculture and natural resources. Dr. Breeze is a member of Pi Kappa Phi academic honorary society; Epsilon Sigma Phi, the honorary society of agriculture; and the board of directors of the Agriculture Institute of Florida. He has more than 25 years experience as a practitioner, teacher and student of agricultural communication in Florida.

The combined resources of the Center for Survey Research and the Department of Agricultural Education and Communication can provide you the very best in survey research focused on issues and interests in this complex arena.

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