What We Do

  • Farmer personas
  • NPS diagnostic and track
  • Brand perception map
  • Market potential assessment
  • Competitive benchmarking
  • Purchase journeys
  • Digital journeys
  • Farmer brand experience
  • Unit economics benchmarking
  • Voice of the farmer
  • Ad campaign feedback
  • Product usage maps
  • Sector scan

Related Case Studies

Conducting a farmer behavior study for a fertilizer player

Conducting a farmer behavior study for a fertilizer player

Objective

  • An Indian fertilizer brand wanted to conduct a consumer behavior study to understand requirements of its farmer customers, their decision-making process when it came to selection of brands and key pain points 

Methodology 

  • Conducted in-depth interviews of farmers (N = 20) to understand their requirements in terms of crop fertilizers, decision making process, key influencers, and pain points in the entire procurement process 
  • Conducted quantitative farmer survey (N = 500) to understand farmer profile, persona, key requirements in terms of fertilizers, key purchase criteria, and experience rating of the brand vs. key competitor brands 
  • Analysed interaction of farmers with brand at various touch points, key needs and pain points and improvement areas 

Impact / Outcome 

  • Helped client understand crop fertilizer needs of farmers, decision making process end to end, and pain points, and recommended key initiatives to uplift farmer’s brand experience
Conducting a farmer NPS study for an AgriTech company in agricultural inputs and outputs space

Conducting a farmer NPS study for an AgriTech company in agricultural inputs and outputs space

Objective

  • An Indian AgriTech player providing an online marketplace for agricultural inputs and outputs wanted to conduct an NPS diagnostic amongst its farmer customers, and understand the drivers behind the same  

Methodology 

  • Conducted in-depth interviews of farmers (N = 15) to understand their requirements in terms of agricultural inputs and output, and key AgriTech platforms they are using / have used 
  • Conducted quantitative survey among 500 farmers to understand AgriTech player NPS, key drivers, pain points and improvement areas, by geo, type of farmers, and type of crop grown 
  • Conducted quantitative survey among 200 farmers to understand key competitor platform NPS, drivers and weaknesses. 
  • Conducted in-depth analysis to understand relative strengths and improvement areas for AgriTech player

Impact / Outcome 

  • Helped client to understand relative NPS and key drivers of the same, as well as key improvement areas to strengthen value proposition and overall customer experience
Conducting a qualitative ethnographic research to understand farmer, dealer & aggregator journey in purchase and sale of exchange tractors

Conducting a qualitative ethnographic research to understand farmer, dealer & aggregator journey in purchase and sale of exchange tractors

Objective

  • An Indian tractor manufacturing company wanted to understand purchase and sale journey of farmers, dealers and aggregators in order to create a superior digital experience with its exchange tractor discovery app
Methodology 
  • Conducted in-depth interviews of farmers (N = 30) & quantitative survey (N = 50) to understand farmers’ digital persona, key purchase criteria, decision making process, discovery and purchase experience, and key gaps in experience 
  • Conducted in-depth interviews of tractor dealers (N = 20) & quantitative survey (N = 30) to understand dealers’ digital persona, channel of business, sourcing mix, sale and purchase experience, and key pain points 
  • Conducted in-depth interviews of exchange tractor aggregators (N = 20) & quantitative survey (N = 40) to understand aggregators’ digital persona, key requirements, sale and purchase experience, key pain points, and suggestions of value-added services 
  • Analysed responses from farmers, dealers and aggregators to recommend key initiatives to meet service gaps and provide overall superior digital sale and purchase experience. 
Impact / Outcome 
  • Helped client understand sale and purchase journeys of stakeholders, both physical and digital, their key requirements and pain points, to create a seamless digital experience, driving better engagement and higher usage. 
Conducting a quantitative research to understand adoption of digital apps amongst farmers

Conducting a quantitative research to understand adoption of digital apps amongst farmers

Objective

  • An Indian AgriTech platform for discovery of cattle buyers and sellers wanted to understand the digital maturity and penetration of agri apps in northern states of India

Methodology 

  • Conducted in-depth interviews of farmers (N = 30) to understand farmers’ digital persona, cattle buying and selling process, key requirements, key sourcing channels and pain points 
  • Conducted quantitative survey amongst cattle buyers and sellers (N = 400) to understand key purchase criteria, usage of basic as well as agri apps, key inhibitors and drivers of adoption, NPS of the AgriTech app, key strengths and pain points 
  • Analysed responses from cattle buyers and sellers to classify them into digital personals, understand digital app adoption and usage, and key drivers of adoption of cattle buyer and seller discovery app in question. 

Impact / Outcome

  • Helped client understand digital maturity of farmers in north Indian states, and recommended key initiatives to drive adoption of cattle buyer and seller discovery app. 
Conducting an impact assessment study of knowledge videos launched by Agri solutions platform

Conducting an impact assessment study of knowledge videos launched by Agri solutions platform

Objective

  • An Indian AgriTech platform in agri solution space wanted to assess impact of knowledge videos on its app, on buyer perception of app and purchase behavior
Methodology 
  • Conducted in-depth interviews of farmers (N = 30) to understand key agri solutions required, sources of acquiring these solutions, digital app adoption for the same, key pain points in sourcing via physical and digital channels 
  • Conducted quantitative survey of farmers (N = 300) to understand impact of knowledge videos on farmer’s perception of the platform, change in app usage behavior pre and post video launch, current and future buying behavior and share of wallet
Impact / Outcome 
  • Helped client understand impact of knowledge videos on farmer behavior and perception about platform, and also recommended key initiatives to strengthen value proposition and fulfill unmet needs

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