The wine market is changing as consumers reconsider what they drink, how they make purchasing decisions and the role wine plays in their lives. UC Davis is inviting those in the wine industry to participate in a survey examining industry perspectives on current and emerging wine-consumer behavior.
This survey is part of a research collaboration involving by Drs. Arran Rumbaugh (USDA Ag Research Service), Ha Nguyen (UC Davis), and Carola Grebitus (Arizona State University).
The survey focuses on factors that may influence wine consumption and purchasing. The goal is to identify unmet consumer-insight needs and use the findings to inform future consumer research, applied projects, and decision-support tools that address practical industry priorities.
About the Survey:
•The survey takes approximately 10–15 minutes to complete.
•Participants must be at least 21 years old.
•Participation is voluntary.
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•Responses are anonymous, handled confidentially and reported only in aggregate.
•Aggregated findings will be shared with participants so they can see perspectives from across the industry.
Industry professional experience can help ensure that future consumer-behavior research reflects industry realities rather than assumptions.
— Story contributed by UC Davis