The Director of Research & Industry Insights oversees the Institute's research operations. This includes designing national surveys, analyzing industry trends, interpreting data, and producing reports that help floral professionals better understand the changing landscape of the profession.

​

Every research initiative is conducted with the goal of transforming information into meaningful knowledge the industry can use.

The President establishes the Institute's long-term research priorities and strategic direction. By identifying the most important questions facing the floral profession, the President guides national initiatives, develops partnerships, and ensures the Institute remains an independent source of trusted industry insight.

Working alongside floral professionals, educators, wholesalers, and businesses, the President leads research efforts that strengthen the future of professional floristry.

The Director of Industry Engagement serves as the bridge between the Institute and the floral community. This role coordinates survey participation, builds relationships with flower shops and industry partners, gathers feedback from professionals across the country, and ensures diverse voices are represented in the Institute's research.

By fostering collaboration throughout the industry, the Director helps ensure every study reflects the real experiences of working floral professionals.