What Motivates Ag Retailers to Recommend Certain Crop Protection Products – Profit Or Performance?

Most farmers rely on their local retailer to help them choose the right crop protection products for their farm. But farmers sometimes wonder: “Is my retailer recommending the best product for me, or the most profitable product for him?”

In the summer of 2019, Stratus completed a series of surveys with US Ag retailers.  One of the markets studied was the pre-emergent herbicide market in soybeans, a market that is characterized by many competing products with similar characteristics. …

Do company perceptions matter in the Seed business?

We all know that product performance, especially consistently high yields year-after-year, is the most important driver of success in the Seed business. But what about farmer perceptions of the seed company itself? Does it matter what farmers think of your company as long as the product performs?

Stratus recently completed a survey of 1,000 corn, cotton or soybean growers in the US with an average farm size of 2,300 acres.  Among other things, the study examined farmer perceptions of the 9 leading seed companies on 15 different attributes plus the…

What touchpoints have the greatest reach and effectiveness for crop protection products?

Touch, one of the five senses, is an important way of learning about a physical object. Now consider touch as a metaphor for communicating with your customers. Through a long list of contact points, a company can ‘touch’ a customer to share ideas, to provide information about the features and benefits of their product, or to simply ‘keep in touch’. The list is indeed long, but which company touchpoints have the greatest reach and effectiveness with their customers?

In the summer and fall of 2019, Stratus completed a series of Brand Focus360 surveys with Canadian farmers. One of the markets studied was Eastern Canadian soybean herbicides, a market influenced by end market use (crush vs. Identity Preserved) and…

Is technology adoption translating into real benefits on farm?

A lot has been said in the media about the digital revolution in agriculture, but how can farmers expect to benefit from all this new technology? Our data from the last three years shows that farmers are increasingly using field data management software on their farms. But, does this use translate into tangible benefits on-farm? What benefits are farmers attributing to software use and are there differences among farmers?

In December of 2019, Stratus surveyed 846 farmers across the United States on their use and perceptions of the many field data management software brands on the market today.  Understanding how farmers intend to use the software, the benefits they expect…

What is the must-have software feature for farmers?

Data over the past three years has shown us that farmers are increasingly using field data management software on their farms. But, what does it mean to be a software user? How extensively are farmers using the software features available and what are they most interested in using in the future?

In December of 2019, Stratus surveyed over 1,500 farmers across North America on their use and perceptions of the field data management software brands on the market today.  Understanding how farmers intend to use the software, the benefits they expect to…

Should Crop Protection Company Reps Spend More Time On Farm?

Crop Protection companies employ reps to promote their products to farmers and retailers. Some companies wonder how much time their reps should spend working directly with farmers. What is the return on investment for their time?

Stratus recently completed a survey of 1,150 US farmers with an average farm size of 2,300 acres.  The study examined the interaction of Crop Protection (CP) company reps with farmers through various field activities and measured the impact of those activities…