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ICYMI: Conducting Market Research for Extension Programs: Nebraska Extension's Weather Ready Farms


Last week, we had the opportunity to sit down with a wonderful team that has been working as one of eXtension's New Technologies for Ag Extension (NTAE) projects for 2019-2020. The Weather Ready Farms program comes from Nebraska Extension and as an NTAE project, it received direct support from a third-party marketing firm specializing in agriculture to conduct market research into the target audience and create a marketing & communication plan. 

Our webinar last week included: 

  • Ashley Mueller, Disaster Education Coordinator, Nebraska Extension
  • Michael Bergland-Riese, Communication Coordinator, Nebraska Extension
  • Hans Schmitz, County Extension Director, Purdue University
  • Scott Reed, eXtension Catalyst Team Member

The team provided an overview of their findings of the market research, how its being used to further this project, how the surveys were conducted, and the experience of working with an outside firm to conduct market research for an Extension program. If you didn't get a chance to join us, you can find a recording of the webinar here

The marketing firm working with the Weather Ready Farms team is EG Integrated in partnership with the Wiese Research Group, both located in Nebraska. We were fortunate that Bill Ervin (EG Integrated) and John Latta (Wiese Research Group) were able to join us in the webinar to discuss their market research methods, the audience, and the process involved with conducting the research for this project. 

A few participants had asked for their contact information in the Q&A so I wanted to provide that below:

If you'd like to learn more about the Weather Ready Farms project, we invite you to join their subgroup here in Connect Extension AND check out their eFieldbook - Resilient Agriculture: Weather Ready Farms

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About the Extension Foundation

The Extension Foundation was formed in 2006 by Extension Directors and Administrators. Today, the Foundation partners with Cooperative Extension through liaison roles and a formal plan of work with the Extension Committee on Organization and Policy (ECOP) to increase system capacity while providing programmatic services, and helping Extension programs scale and investigate new methods and models for implementing programs. The Foundation provides professional development to Cooperative Extension professionals and offers exclusive services to its members. In 2020 and 2021, the Extension Foundation has awarded 85% of its direct funding back to the Cooperative Extension System, 100% of funds are used to support Cooperative Extension initiatives. 

This technology is supported in part by New Technologies for Ag Extension (funding opportunity no. USDA-NIFA-OP-010186), grant no. 2023-41595-41325 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or the Extension Foundation. For more information, please visit You can view the terms of useat

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