We have a series of projects focuses on understanding how consumers perceive and respond to beef-related communication. Through experimental research, audience segmentation, and message framing analysis, our team has explored the trust, values, and informational needs that influence consumer attitudes toward beef nutrition, sustainability, and production practices. These findings equip industry leaders and communicators with data-driven strategies to design targeted, credible, and effective outreach, empowering consumers to make confident, informed decisions about beef.

The US Forest Service Project investigates how residents in New Mexico’s high-priority firesheds perceive U.S. Forest Service wildfire mitigation efforts. Centered in the Enchanted Circle region of northern New Mexico, the study uses focus groups, Q methodology, and social media monitoring to uncover trust dynamics, communication preferences, and public sentiment. The findings will inform more effective, community-centered wildfire outreach and policy engagement strategies.