Market Research Team Feature

A new research project has joined the Dynamic Sustainability Lab this semester. The team has been involved with the DSL since 2022, but they have recently taken on a new project. The Market Research Team is a unique collaboration with the S.I. Newhouse School of Public Communications, focusing on understanding the New York consumer perceptions of climate-smart commodities and funded through a USDA grant.

The team is led by Assistant Professor of Public Relations, Dr. Erika Schneider, Research Professor and Co-Director of the Real Chemistry Emerging Insights Lab, Dr. Jason Davis, and Senior Associate Dean, Dr. Regina Luttrell. The team includes undergraduate students Olivia Jackson, Shannon Yehl, Patrick Chambers and Abigail Seltzer. Graduate student Melissa Nare is a recent addition to the team who is also involved with the project.

USDA defines a climate smart commodity as “an agricultural commodity that is produced using farming, ranching or forestry practices that reduce greenhouse gas emissions or sequester carbon.” Schneider says that part of their research included a survey with a sample of 400 New York state residents to determine market demographics. They were interested in learning more about the type of consumers in New York state, and whether or not they have purchased or even heard of a climate smart commodity, which many hadn’t. 

Beyond demographic questions, the survey also included questions about perceptions of climate change, purchase intentions, and where they might get their environmental news from. The hope was to gain insight into the ideologies and values of their audience. 

“Our ultimate goal is to really understand and identify the markets that are relevant to climate-smart commodities to make a campaign that creates informed decision making and addresses the needs that are identified in that target market,” said Schneider.

She also emphasized the importance of their chosen demographic. According to her, a majority of research focuses on the demographics of New York City, and fails to recognize the rest of the state, which can vary a lot from the city. 

“I think it also turns its back to the rest of the state, which there is so much more to be said about New York than one city that we have, but it's absolutely a powerhouse and leading a lot of the economic underpinnings of the state,” said Schneider.

For public relations junior Shannon Yehl, this type of research was unfamiliar to her. She joined the lab after being introduced to Dr. Schneider through another class, but quickly realized the relevance and importance of the project.

“As we realize how important it is to be sustainable, more businesses are starting to lean more eco-friendly, and it’s been really interesting to research that shift,” said Yehl.

While it can be challenging to balance the demands of her classwork, other extracurriculares, and the research of the lab, Yehl says the work has been valuable and worthwhile.

“Everyone’s really passionate, being in a space and community where everyone is so dedicated and knowing we are doing something for such a good reason is really rewarding,” said Yehl.

Yehl says she is grateful for the experiences she has had with the project. While her goal is to go into public affairs, her time at the DSL has inspired her to possibly focus on the fields of environmentalism or public health, and make a difference in communities. 

The team is planning to support outreach across the state and will be hosting a media training workshop in New York City for environmental journalists and other individuals to learn more. They hope to demonstrate better practices for climate smart reporting, since it is a recent and upcoming term, and many reporters may not be familiar with it. The workshop will involve how to identify expert sources and show the audience some results from the recent study.

“The hope is to promote societal well-being. We want to promote consumer behaviors that are going to help the environment in the end,” said Schneider.