Current Research


2014 Research CollageInside the Minds of Influencers: The Truth About Trust

Download the 2016 CFI Consumer Trust Research here.
Download the Research Infographic here.

We all have opinions about food – how it’s produced, what’s in it, who’s producing it and how it impacts our health – but which consumers are setting trends and shaping attitudes about food today and how do we engage to earn trust?

The 2016 research from The Center for Food Integrity (CFI) tell us.

For nearly a decade, CFI has conducted annual consumer research to better understand what people are saying and doing. CFI went a step further in 2016 to both identify the most influential audiences and understand the why. As our consumer trust model tells us, communicating our shared values it the foundation for earning trust. Values are all about the why.

Partnering with digital ethnography pioneers MotivIndex, this first-of-its-kind consumer research approach identifies five Consumer Types and those that are most influential, providing much deeper insights into their:

Emotional Triggers

The approach also tells us how and where influencers connect online, emerging trends, trusted brands and sources, and channels they use to shape their beliefs and opinions about food and agriculture – information that provides the food industry an opportunity to effectively engage with consumers and balance the conversation.

In addition to the MotivIndex™ results, our survey – as in years past – tracks consumer concerns and trending attitudes on topics ranging from food safety and animal welfare to attitudes about farming and trusted sources of information.

Download the research summary, “Inside the Minds of Influencers: The Truth About trust,” here.

It provides a small snapshot of the in-depth findings. Full research results, which include deeper insights, detailed audience segmentation, cross-tabulation and trust-building engagement strategies, are provided to CFI members at no charge and are available for purchase by non-members.

For more information or to schedule a presentation, contact CFI at or 816-880-5360.