This is a final research report from Hort Innovation’s historical archives. Please note that as these reports may date back as far as the 1990s, the content and recommendations within them may be superseded by more recent research.

What was it all about?

Following the conclusion of the industry’s Market Monitor, NY11004 Industry Market Data was born out of a critical need to capture timely and accurate data for analysis on the Australian nursery and garden industry.

An Industry Reference Group spent a number of months planning and mapping the industry for data capture and determining what was the best method and frequency to ensure the collection was credible, timely and accurate.

A monthly data capture system conducted by a third party was decided. It provided free to each contributor an annual report of both their position within the market and the state of play for the Industry. It was widely promoted and awareness was high but adoption of the program by industry was not with the monthly data collection failing to launch.

In the absence of the monthly collection and still with the need to capture data, negotiations between the third party researcher GfK ensured NGIA could have utilised all the mapping and a modified methodology to conduct a ‘snap shot’ survey of the industry.
The anonymous survey was conducted online and sufficient organisations contributed for the Industry to capture some usable information. The results of the survey were circulated to the contributors who requested the data and the industry had captured some basic but usable figures and trending data.

It remained, that across all three data collection sectors, being greenlife producers, allied trade and growing media that education was required to encourage participation in market analysis projects such as this. The benefits to a business in possession of this information were great but required further communication. Additionally, an Industry in possession of this data would be stronger and more influential.