Rural97

Rural America

Rural America is often misunderstood and dismissed, despite the fact that most of our food and energy come from places far beyond the city. Rural97 is a Paulsen research initiative that listens to rural voices and helps consumers, corporations and policymakers understand why this important audience needs to be heard.

97 percent of the country’s land mass is rural. One in five Americans live in rural areas.
US Census Bureau

Researching Rural America

Rural97 explores the issues impacting Rural America and uncovers unique insights to help you make informed strategic decisions.

Some of the rural topics we’ve researched include:

Rural EV adoption and sentiment
Rural migration trends
Rural audience segmentation
How dairy farmers perceive sustainability
Consumer understanding of Food Vs Fuel

Who are the Five Rural Customer Segments?

Most marketers use demographics to identify rural lifestylers, but our agency targets this audience by understanding their mindset, values and desires for their rural experience.

Rural Migration: What to Make of It, Why It’s Happening and Where It’s Headed

Americans are moving to rural areas in ever-increasing numbers, reflecting their increased desire to seek out more space, embrace entrepreneurial opportunities and take advantage of a lower cost of living.

Online Focus Groups

Using a secure online platform, participants can answer questions anonymously in real-time via their personal computer or laptop devices.

Online Surveys

Online survey panelists give you a quick, accurate pulse of what consumers and rural residents are thinking right now.

Attitudinal Segmentation

Attitudinal segmentation groups people based on their shared values - how they think they feel about a topic. This approach uncovers the motivations and beliefs behind rural audiences.

Phone Surveys

We work with third-party database firms to conduct in-depth interviews with rural residents. These conversations provide contextual insight to what rural Americans are really thinking.

Insights Into Action

Rural97 is an extension of Paulsen, a nationally-recognized marketing firm with deep roots in rural industries like agriculture and energy. That means our research is more actionable and less abstract. We can turn your insights into practical communications and public relations recommendations to achieve your broader goals.