2
Objectives & Methodology
•Assess Gen X Moms’ attitudes and behaviors in relation to fruits and veggies to help inform and enhance the campaign.
•Track changes in these attitudes over time – especially an orientation towards actions to improve fruit and veggie consumption.
•Measure the progressive impact of the Fruits & Veggies - More Matters campaign.
•Research conducted by OnSurvey.
Research Objectives
Must have children under the age of 18 living at home
Must have children under the age of 18 living at home
Must have children under the age of 18 living at home
Additional
Criteria
“Generation X” - born between 1965 and 1981
Women
only
Residents of the United States
None
4.2%
(19/20 times)
n
= 550
October
3 – 5, 2006
Online survey conducted via an online panel
Round
1 (2006)
METHODOLOGY
Age
Gender
Geography
Media Materials Used
Confidence
Level
Sample
Size
Fielding
Period
Survey
Type
Wave
“Generation X” - born between 1965 and 1979
Women
only
Residents of the United States
Logos:
Fruits & Veggies—More Matters™
5-9
a Day
3.1%
(19/20 times)
n
= 1000
January
18 – 22, 2008
Online survey conducted via an online panel
Round
3 (2008)
“Generation X” - born between 1965 and 1981
Women
only
Residents of the United States
RESPONDENT
CRITERIA
Logos:
Fruits & Veggies—More Matters™
5-9
a Day
3.1%
(19/20 times)
n
= 1000
February
2 – 9, 2007
Online survey conducted via an online panel
Round
2 (2007)
denotes
a significant change from 2007 to 2008