The Floral Marketing Research Fund (FMRF) was established in 2008 by volunteers of the American Floral Endowment (AFE) Board of Trustees.
The purpose of the FMRF is to collect funds from industry sources to be used in the support of funding consumer research benefiting the entire floriculture industry.
Projects of particular interest are listed below, but any research which will assist with the reaching consumers to increase the sales and marketing of floriculture products will be considered.
- Finding traits in floral products that attract more young consumers
- How to create awareness using Social media in all population (especially young consumers)
- How to define "the experience" (similar to Starbucks) that consumers would like/require to consume more flowers.
- What kind of advertising must be used to effectively reach consumers (young versus mature)?
- Which activities would relate with flowers (i.e. sports, internet surfing, chatting)?
- Is vase life (guarantee) a factor for buyers?
The Floral Marketing Research Fund (FMRF) is in its fourth year of funding consumer research projects for the advancement of the floriculture industry. With added financial support other organizations and individuals, the FMRF has provided more than $112,000 in funding.
Visit www.floralmarketingresearchfund.org to learn more and view final research reports.