CENTER FOR FOOD INTEGRITY
What kind of online video about GMO (biotech) food will moms watch and find credible?
- Learn what information about biotech food is important to include in a video series targeted to a cross-section of mothers of children, birth to 18 years of age
- Identify elements of the video (story line, title, music and experts cast in the video) that will make it most engaging and credible to the target audience.
Focus groups indicated that general awareness of the abbreviation “GMO” among moms is low. Moms prefer an interview style video and an introductory text that reads, “We want to provide consumers with an overall better understanding of modern farming and GMO crops which are developed through biotechnology.” Both videos tested in the online survey were positively received by a majority of moms.
HOW CENTER FOR FOOD INTEGRITY USED THE INSIGHTS
The Center for Food Integrity used the research findings to develop a five-part video series that provided an in-depth look at GMOs in food. The content was widely distributed through digital channels to provide clarity on the many questions about GMOs in food.
WHAT WE DID
As the research partner of O’Malley Hansen Communications, we conducted four focus groups with primary grocery shopper moms in two regions of the country. The qualitative research was followed up with a 10-minute online survey among a national sample of 550 moms to explore the types of information and storytelling elements the videos should include.