Typically, this type of research would measure the proportion of the population that hold a positive view. We thought we would push past just a positive or negative call, instead looking at where those public perception trends are heading and what is driving them.

Rental hiring and real estate services come out poorly, with a huge 38% of the population stating their views of the industry have got more negative over the last 3 years.

The data also shows that Kiwis are more confident in our primary producers than media trends might often portray. This is particularly the case for horticulture, though significant proportions also state their perceptions of dairy, sheep & beef and arable farming have become more positive.