The Challenge
A state-based fisheries non-profit sought to better understand residents’ sentiments toward locally harvested seafood and sustainable fisheries management. Their goal was to gather insights to refine their messaging and communication strategies.
The Solution
Lux Insights conducted a three-phase research program. We began with secondary research, analyzing state-collected data and market trends to shape the primary research. This was followed by qualitative interviews with key stakeholders, influencers, and retailers to assess market positioning and industry challenges. Finally, an online survey validated key insights from earlier phases. The project concluded with multi-organization presentations and a virtual activation workshop to align stakeholders on key findings.
The Outcome
The organization gained a clear understanding of existing resources, industry perspectives, and public sentiment toward commercial fishing and locally harvested seafood. The research identified messaging opportunities, key value propositions, and stronger positioning strategies to inform their communications, marketing, and stakeholder engagement efforts.
