Knowledge Centre

A central hub for research results and knowledge about consumers and the sector

We are working hard to ensure a smooth transition to a knowledge-driven organisation. We continuously conduct scientific and other research into our sector and the products produced by our growers and breeders. After all, the more we know, the better we can anticipate and meet the needs of consumers. This in turn helps us strengthen the sector together.

Afbeelding

We use the Knowledge Centre to share the results of studies into consumer behaviour, the well-being effects of flowers and plants, as well as the environmental impact of our sector. We also use the centre to help partners spread the information further.

How we strengthen the image of our sector

We conduct studies in order to obtain important knowledge and insights about our sector, such as which topics consumers are talking about, the occasions for which they buy flowers and plants, and how they perceive our sector. Growers, traders and sector organisations also benefit from this knowledge. The more we know about consumers and their needs, the more targeted communications we can develop.

We also use the studies to provide a scientific basis for our claims, such as the positive effects of flowers and plants on people's well-being. If we provide evidence of the positive impact of flowers and plants, we not only make our communications more objective, but also help to improve the image of the sector.

Types of studies and research methods

The studies we conduct or have conducted focus on consumers and our sector in general. We carry them out in collaboration with reputable research firms, universities and market partners. The insights gained help us to effectively develop our communication strategy and that of growers, traders and sector organisations.

Besides a need for knowledge and insights for us and our partners in the horticultural sector, we also see growing interest among consumers in topics such as well-being and sustainability. We are strengthening the image of the sector among consumers by communicating actively about these topics and the positive impact we want to have with flowers and plants and as a sector.

Topics

The Knowledge Centre contains studies relating to the following topics:

• Buying behaviour
  We analyse the most important sales channels and factors that influence the buying decisions of consumers.
• Image
  We monitor the image that consumers have of our sector and products all year round. This includes gaining an overview of how consumers perceive our sector and how this perception develops over time.
• Well-being effects of flowers and plants
  We study the positive effects of flowers and plants on the well-being of people and our economy.
• Environmental impact
  Apart from the environmental impact of the horticultural sector, we also study the positive effects of sustainability-related developments.

Activities & communication log

The activities logbook not only contains an overview of B2C and B2B activities and a communication schedule, but also studies carried out by the Flower Council of Holland. Curious to discover which studies we have already completed, are currently conducting or have planned for the near future? Check out the log.

Do you have any questions about the Knowledge Centre?

Feel free to contact Constant Berkhout, Acting Research Manager, at cberkhout@bloemenbureauholland.nl.

Previous research

In the list below, you will find some of the studies we have conducted.