research

Digital Ethnography

What Makes Food News & Information Credible?
“Truth” is Relative

When it comes to the credibility of food news and information, truth is relative, according to the first-of-its-kind research from CFI. The study used an innovative approach called digital ethnography to identify five consumer segments. It also assessed how each segment defines truth and which segments move food news and information through culture.

Download the research summary “What Makes Food News and Information Credible?” 

Going back two years, the study examined the online behaviors of 8,500 consumers, identifying beliefs, values, fears and unspoken motivations when it comes to food information.

Results provide the food and agriculture industries insights into the segments driving food trends and how – and where – to connect with them to earn trust.

To learn more about about consumer segments, including behaviors, trusted sources, brand affiliations, top digital channels and how to effectively engage, contact CFI at learnmore@foodintegrity.org.

View the CFI news release.