Results of study into conscious and unconscious well-being associations with cut flowers
The Flower Council of Holland commissioned the research firm CloudArmy to analyse well-being associations with cut flowers. Both conscious and unconscious perceptions and beliefs of consumers in the Netherlands and United Kingdom were studied. The results yielded valuable insights that we can use in our campaigns and communications. Here you can read about the most important findings and learn more about the methodology and our objective.
Main results
The study yielded a number of interesting results:
- Happiness and a homely feeling are important: Both Dutch and British consumers primarily associate cut flowers with happiness and a homely feeling. In the Netherlands, there is a particularly strong association with ‘cosiness’, while British consumers also highly appreciate the sense of caring and relaxation they associate with cut flowers.
- Cheering up effect: In both countries, cut flowers are most strongly associated with a ‘cheering up effect’.
- Social connections in the Netherlands: When asked about whether they associate flowers with strong social connections, the majority of Dutch consumers responded with a 'yes'. The analysis of unconscious associations showed that there was less of an association between flowers and social connections.
- Both Dutch and British consumers do not consider flowers an appropriate ‘gift’ when offering an apology to someone.
What can we do with these insights?
The insights from the study can be used in various ways.
- Emotional communication: The strong associations with happiness and a homely feeling can be used in marketing campaigns to emphasise the emotional benefits of flowers.
- Specific occasions: Insights like the cheering up effect of flowers can be specifically used to optimise sales opportunities.
- Sector image: Communications about the well-being effects of flowers enable us to strengthen the sector.
Want to learn more about the study? Read more below
Objective and research methodology
The primary goal of this study was to uncover the unconscious well-being associations of consumers in relation to flowers. To determine this, we had a neuro study (‘implicit association test’) carried out. This type of study involves asking no direct questions about opinions or feelings, but the response time of participants is measured. This is a better way of determining what people really think or feel than asking them via a questionnaire or interview. The is because, in reality, there is often a difference between what people ‘say’ they think and feel and what they ‘actually’ think and feel. An implicit association test makes it possible to circumvent this difference.
Besides associations, other reasons to give others flowers were also examined. Insights into both well-being associations and gifting reasons will help us to strengthen our communication strategy and make it more relevant. By also including a questionnaire, we were able to establish the difference between what people consider as rationale and what they find important intuitively.
The study was carried out among 600 respondents, divided into 300 Dutch and 300 British participants in the age range from 18 to 75 years.
Study questions and well-being associations
The following three questions were the primary focus of the study:
- Which well-being aspects do people most strongly associate with cut flowers?
- Which well-being aspects are important in relation to cut flowers?
- What kinds of occasions are linked to the well-being aspects of cut flowers?
We used the results of previous studies to make a list of the most common well-being associations with flowers:
- Happiness
- Relaxation
- Stress reduction
- Cosiness
- Energy boost
- Improved concentration
- Improved creativity
- Creating social connections
- Facilitating self-expression
- Feelings of caring
Want to find out more about well-being associations or other studies?
This article contains the most notable results. Curious about the entire study or specific details? Feel free to contact Constant Berkhout, Acting Research Manager, at cberkhout@bloemenbureauholland.nl.
