Research at Base of Checkoff Program

Consumer insights about beef and the beef ‘eating experience’ provide critical links to all other checkoff program efforts to build consumer demand for beef. After all, if the beef industry isn’t constantly adapting to meet consumers’ changing needs, then demand will nosedive. That’s the basic tenet for checkoff investment in consumer market research, via an Authorization Requested presented by market research director John Lundeen to the Operating Committee this afternoon.

Market research director John Lundeen presented the associated $1.35 million market research “Authorization Request” for checkoff funding in Fiscal Year 2012. Tactics/research topics included in the proposal include foundational product research; channels of distribution; new product development; enhancing the beef experience; tracking through the Consumer Beef Index; beef industry image; consumer barriers to eating beef; highlighing safety successes and perceptions; and eating personality validation. For details on the proposal, up for vote by the Operating Committee tomorrow morning, visit Market Research 2012.

Also in the research arena, NCBA is presenting Authorization Requests in the amount of $940,000 for beef safety research; product enhancement research; and human nutrition research. NCBA’s “implementation” AR (covering the costs associated with managing these research programs) is available at Research Implementation.