Consumer acceptance is key to realizing the potential benefits of cellular agriculture.
New Harvest, in partnership with the Environmental Law Institute, assembled the first American focus group to understand public attitudes about cellular agriculture and cultured meat. The two focus groups interviewed as part of this initiative provide an important qualitative perspective on how the public weighs the potential benefits and risks of cultured meat and cellular agriculture.
This was the first American focus group to research attitudes about cultured meat and cellular agriculture.
After concluding this initiative, New Harvest decided against pursuing further consumer research. Consumer research is not neglected and is better supported by industry.
January, 2017 – Key findings are published in a report, Perceptions on Cellular Agriculture: Key Findings from Qualitative Research, by Hart Research Associates. Key findings are also summarized in a short video.
December, 2016 – New Harvest publishes a blog post about this initiative.
December, 2016 – Focus groups are conducted in Baltimore, Maryland. Hart Research Associates administers the focus groups using this template script. The focus groups yield a transcript from non-college-educated adults (focus group #1) and a transcript from college-educated adults (focus group #2).
November, 2016 – Environmental Law Institute (ELI) publishes a press release announcing the initiative.
This initiative was developed in partnership with David Rejeski at the Environmental Law Institute.
The focus groups were conducted by Hart Research, a firm with specific expertise in conducting public opinion research.
The project was supported by the Richard Lounsbery Foundation.