PLCAA Forms Agreement for Market Research

Gary Clayton, executive vice president of the Professional Lawn Care Association of America (PLCAA) announced the board of directors approved an agreement to cooperate with Market Intellect to conduct market research among its members. The agreement covers research studies contracted by PLCAA and also by companies supplying the lawn care industry.

Clayton cites one of the benefits of the cooperative agreement to the PLCAA organization: “PLCAA is looked upon as the definitive source of information about the lawn care industry by our members, industry suppliers, legislators and others outside our industry. The information collected by Market Intellect will strengthen that position and improve our ability to serve all these key audiences.”

Market Intellect is a Kansas City-based market research and strategic planning company. Dr. Gene Brown, the company’s president, explains the reasons for the research improvements: “ Because of our research methodology and experience in the lawn care industry the research will deliver better response rates, more relevant results and more actionable interpretation for PLCAA and industry suppliers.”

Lawn care suppliers will be able to contract for proprietary market research with this agreement. A partial list of the types of research available includes customer satisfaction; concept testing; attitude, awareness and usability (AAU) studies; buyer research panel development and monitoring and loyalty studies. Rich Fedigan, Market Intellect manager of client services, thinks the agreement with PLCAA will show immediate benefits to industry suppliers. He states, “Companies are increasingly seeking reliable information to ensure every marketing dollar is spent wisely to extend the life of existing products and to, particularly, ensure successful launches of new products. One of the goals is to make sure lawn care operators get the products they need while helping industry suppliers realize value for their marketing dollars.”

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