(July 27) MONTEREY, Calif. — Advantage Research is the Produce Marketing Association’s new project with Opinion Dynamics Corp., a Cambridge Mass., market research firm it has contracted.

The aim is to create customized telephone surveys of 900 consumers on various topics, as per the contracting company or organization’s request, said Dan Henderson, director of market research for the Newark, Del.-based PMA.

The new service, for which costs vary, came about because of member requests regarding two issues:

  • improving the image of produce

  • highlighting consumer insights and desires

Omnibus surveys every few weeks would be performed nationwide via phone. The in-depth research can be business-to-business, consumer related or in whatever direction the client wants to take it, Henderson said.