Custom Market Research Services
Over 50 years of experience helping companies make smarter decisions in the lawn and garden market.
No other research organization has studied U.S. lawn and garden consumers as long or as deeply as we have. The National Gardening Survey has tracked participation, spending, and purchasing behavior continuously since 1973 - giving us an unmatched understanding of this market and the consumers who drive it.
We bring that expertise to every custom engagement, whether you need a focused question on our annual survey or a full proprietary study designed from the ground up.
Our Services
Research Design & Survey Development
We design research frameworks and questionnaires tailored to your specific business objectives - whether you're launching a new product, entering a new category, or evaluating brand positioning.
Data Collection & Tabulation
Fieldwork conducted by Dynata, a leading global data company, using nationally representative panels. Rigorous quantitative and qualitative methods ensure projectable, reliable results.
Analysis & Presentation
We deliver clear, actionable findings - not just data tables. Cross-tabulations by demographics, trend analysis, and strategic context help you make confident decisions.
Proprietary Survey Questions
Add your exclusive questions to the annual National Gardening Survey for cost-effective, confidential research - with full access to our demographic and spending data for cross-tabulation.
Custom Data Tabulations from the NGS Microdata
We maintain respondent-level microdata from the National Gardening Survey spanning eight activity years (2018–2025), covering more than 18,000 survey respondents. This allows us to produce custom cross-tabulations to your exact specifications - quickly and affordably.
What we can deliver
- Weighted and unweighted respondent counts
- Cross-tabulations by up to 12 demographic dimensions (age, gender, income, region, education, ethnicity, homeownership, residence type, marital status, children, employment, and gardening household status)
- Filtering by any survey variable (e.g., herbicide purchasers only, homeowners only, a specific age group)
- Statistical significance testing
- Estimated U.S. household counts projected from Census data
Common use cases
- Investor due diligence. Market sizing and consumer data to support valuation and strategic planning.
- Litigation support. Defensible, weighted tabulations from a nationally representative survey, suitable for expert reports and court filings.
- Category deep-dives. Detailed breakdowns of participation, spending, or product purchases for a specific gardening activity or product category.
- Competitive analysis. Trend data across multiple years showing shifts in consumer behavior by demographic segment.
Deliverables are formatted as Excel workbooks. Turnaround is typically 5–10 business days. Contact us with your requirements and we'll provide a clear scope and quote.
Research Areas
Brand & Market Position
- Brand Awareness and Equity
- Competition Research
- Market Segmentation
- Market Size and Composition
Consumer Insights
- Consumer Motivation & Behavior
- Customer Satisfaction
- Gardening Practices
- Purchasing by Retail Channel
Product & Strategy
- New Product Development
- Product Feature/Benefit Testing
- Price Testing
- Likelihood of Purchase
- Category Reviews
Add Questions to the National Gardening Survey
The National Gardening Survey provides a unique opportunity for companies to conduct nationwide custom research on an exclusive and confidential basis. Because your proprietary questions become part of our established study, you benefit from the extensive demographic and behavioral data we already collect - without paying for it separately.
Why use the NGS?
- Credibility. For over 50 years, the NGS has been the primary source of information about U.S. lawn and garden consumers - the most frequently quoted source in the industry.
- Reliability. Quantitative methods by Dynata provide nationally representative, projectable results that trend consistently from year to year.
- Cost Effectiveness. Your questions join an established survey that already covers demographics, participation, spending, product purchases, and retail channels - giving you rich cross-tabulation data at a fraction of standalone research cost.
Dave Whitinger, Garden Research's Executive Director, will work directly with you to design questions that meet your specific objectives and deliver actionable results.
Our clients include manufacturers, seed companies, retailers, growers, nurseries, media companies, investors, law firms, and economic consulting firms. All proprietary work is confidential.
Ready to Get Started?
Tell us what you're trying to learn. We'll recommend the most effective approach and provide a clear scope and timeline.
Contact Us [email protected]