Client Objective

Our client wanted to assess the grower acceptance for a new crop cultivar and the impact use may have on traditional crop rotation practices.

Our Approach

• In the first phase of the project a series of in-depth phone interviews and virtual focus groups were held in target geographies to gauge grower interest in the new cultivar.
• The qualitative research gauged initial acceptance of the concept, determined positive and negative reactions, and uncovered decision-making factors to incorporating this new crop cultivar into existing crop rotations.
• From the initial qualitative research, it was determined that a quantitative analysis of current crop rotation practices of farmers in the target geography would aid in scoping out the opportunity for the new cultivar.
• In the second phase of the project, a video overview of the new crop cultivar was presented to respondents. Level of interest, concerns and benefits, current crop rotations, and uptake of the new crop cultivar were measured. The resulting impacts of incorporating the new crop cultivar into crop rotations were analyzed.
• Drawing from our database of farmers in North America, we conducted an online survey targeting 300 farmers in various target geographies.

The Results

The study clearly illustrated:

• The prevalence of various crop rotation practices.
• The level of interest in the new cultivar and the resulting impact on current crop rotations.

Our client was able to use this information to quantify the market opportunity the new crop cultivar presented and plan a go-to-market strategy.