A common rookie mistake when marketing to farmers

A common rookie mistake when marketing to farmers

Farmers are not a generic, homogenous group. If you’re new to the ag business, you, like many first-time ag marketers, may assume that farmers are a homogeneous group. After all, farmers only represent one percent of the population. Once you peel away the demographics layer, how different can they really be? Very different in terms ... Read More
IDI in-depth interviews market research

Focusing on focus groups and IDIs minimizes the benefit of other important information

With so many options to investigate and aggregate information, market research enables us to communicate directly with our target audience and determine exactly what they prefer ... Read More

The benefits of benchmarking: what regular assessment means in ag marketing

Performance metrics can make the difference. Agronomists continually run trials to determine which products best serve any number of production challenges. Trials are run annually in the same crops and in the ... Read More
Investigating the Role of Secondary Research

Investigating the role of secondary research

Does order matter in market research? When we think of market research, we think of focus groups of individuals giving their opinions about a product, while a strategically placed mirror hides a group of marketers and brand managers recording every conversation for nuggets that generate exactly what they want to hear. And that’s not too ... Read More
Gut instinct decision making data analysis

How does the gut instinct factor into farming

When marketing to farmers, what does your gut tell you? Some call it intuition, others call it the pit of your stomach, and everyone can feel the effects of it. What we’re referring to is your gut instinct. As Today’s Farm reports, farmers have traditionally relied on their gut instinct to make important decisions, based ... Read More