The Heritage Foundation

Market Research on Farm Bill

September 7, 2016

The American Perceptions Initiative (API)— a project of The Heritage Foundation—conducts market research among adult Americans on a variety of issues and policy priorities to provide support for strategy and messaging. Market research is designed to explore the relevancy, credibility and support for the policies, concepts, messages and language used as well as the impact they have to create movement and action to support these policies and vision for America.

All of API’s market research is conducted in partnership with Vision Critical and Heart+Mind Strategies. Vision Critical is a well-respected research firm based on North America with research specialist that cover subjects including public opinion, health, technology, consumer goods, media and travel. They work with household brands, government bodies, not-for-profit organizations and the media to help them better understand their customers and stakeholders. Heart+Mind Strategies is an experienced and award winning consulting firm specializing in winning the hearts and minds of the people that matter most to their client’s success.

September 7, 2016 | Market Research on Farm Bill

Farms and Free Enterprise: Messaging on Reducing Agriculture Subsidies

Messaging Priorities

  • Challenge traditional views of farms - Americans are less supportive of subsidies to multi-million dollar, hobby, and technologically-advanced farms. 
  • Success stories like those in New Zealand help to allay fears over impact of reducing subsidies.
  • Grab attention with high costs to taxpayers.
  • Highlight weaker subsidies to very large or very small farms, when crops have not been impacted, or for minor dips in revenue.
  • Referring to subsidies as money from taxpayers increases opposition by 6% on average.

Source: Recommendations based off an online survey using a national representative sample of 902 U.S. voters conducted August 26, 2016 with a margin of error of ±3.3%.

About the Author

Mark Schreiber Director, Strategic Marketing
Strategic Marketing

Elizabeth Fender Market Research Associate
Strategic Marketing