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


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As part of eXtension’s New Technologies for Agricultural Extension (NTAE) Year 1 Cooperative Agreement with USDA-NIFA, the eXtension Foundation partnered with a Nebraska Extension program called Weather Ready Farms to help accelerate their program implementation and impact. In addition to this initiative being documented in a peer-reviewed ePublication, this project 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. 

Join Ashley Mueller (Nebraska Extension), Michael Bergland-Riese (Nebraska Extension), Hans Schmitz (Purdue University), Scott Reed (eXtension Catalyst), Bill Ervin (EG Integrated), and John Lotta (MSR Group) for a panel discussion to learn more about the key takeaways and 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. 


Ashley Mueller, Nebraska Extension
Michael Bergland-Riese, Nebraska Extension
Hans Schmitz, Purdue University
Scott Reed, eXtension Catalyst
Bill Ervin, EG Integrated
John Latta, MSR Group

About Weather Ready Farms

Weather Ready Nebraska is a portfolio of Extension engagement programs developed to increase resiliency by identifying vulnerabilities and prioritizing actions. Included are initiatives that emphasize climate and weather literacy, scenario planning to overcome impactful conditions like drought or flooding, and an innovative credential dubbed Weather Ready Farms.

Weather Ready Farms is an emerging certification program designed to improve or increase resilience towards the impacts of extreme weather on Nebraska’s farms. Participants learn through a year-long program consisting of in-person and online material about improving resilience towards the impacts of extreme weather on Nebraska’s farms. Certified producers successfully undergo separate phases including assessment, education, and verification. 

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About the Extension Foundation

This website 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 use at

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