The Center for Food Integrity

CENTER FOR FOOD INTEGRITY 

MESSAGE TESTING

What kind of online video about GMO (biotech) food will moms watch and find credible?

RESEARCH OBJECTIVES

  • 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.

KEY INSIGHTS

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.

“With all the questions surrounding the use of GMOs in food, and given our role in connecting those in the food industry with consumers, we have made a strong effort to partner with experts who can help everyone learn more. This type of thorough, well-planned primary research among moms of school-aged children helps us understand what type of information and presentation style best addresses consumer questions and concerns.”

Roxi Beck, Director, Center for Food Integrity