Launching a new crop input technology

Client Objective

The market for biological crop inputs is still young. There are few examples to follow when planning to introduce a new technology, especially for major crops. Our client wanted an indication of grower interest and some basis for establishing their selling price.

Our Approach

• Three focus groups were conducted to better understand how growers think about the new technology and to better focus the subsequent survey.
• Drawing from our extensive grower database, we conducted an online survey targeting 635 corn growers across the US.
• Respondents described their current practices, along with concerns about those practices.
• Various product concepts and messages were tested.
• Respondents were shown a thorough and accurate description of the new technology.
• Respondents’ reactions to the product were captured, positive and negative.
• A discrete choice model was used to measure product uptake at various price points.
• Respondents indicated what would compel them to try the new product and if they were interested in participating in the launch.

The Results

The study clearly illustrated:

• Growers liked the concept. Certain information was needed before adoption.
• Brand positioning and key messages needed to focus on certain concepts.
• The opportunities with various use patterns were quantified.
  
• The sales potential was quantified, and the optimum price identified.