Client Objective

Our client was interested in learning more about how growers make decisions related to using insecticide seed treatments and what the key factors are that contribute to those decisions.

Our Approach

• Over 300 farmers in Ontario and Quebec were surveyed via an online survey.
• Questions were asked about target pests, the need for insecticides and how growers make decisions about the use of insecticide seed treatments available to them.
• Observations and key findings were provided to the client and included data cuts by province, farm size and other relevant segments.

The Results

The study clearly illustrated:

• What growers are concerned with related to insects and insecticides in the market.
• The frequency growers are using an insecticide seed treatment and what type/brand they prefer.
• Why they use an insecticide seed treatment and prefer certain brands/insecticide types over others.
• The level of satisfaction and commitment to the insecticide ST brands growers are currently using.

Our client was able to use this information to evaluate the current insecticide seed treatment market and perceptions of seed treatment options available to growers in Ontario and Quebec. This research helped determine how growers are making decisions about these products.