US Farmers Answering Surveys…Why Do They Do It?
Busy, busy, busy. That seems to be the mantra today among nearly anyone you speak to and farmers are no different. Yet, amidst their daily chores, farmers will take the time to answer a survey. Why?
During the summer and fall of 2019, Stratus completed a series of Brand Focus360 studies with US farmers. As they completed the surveys, the farmers were asked about their survey experience (poor to excellent), reasons for completing the survey, and asked if they had any additional comments.
So why did they complete the surveys? Compensation was certainly one of the factors as Stratus provides an incentive for completing a survey, but the majority of respondents cited other, non-monetary factors as their main reason for participating. From 1,677 respondents, 33.2% cited an interesting survey topic as their primary reason (graph below).
Others had higher motives for participating: 25% felt it was important to share their opinions on the survey topic while 7% wanted to learn more about the topic. Two comments that further shed light on these groups are:
The survey makes me think and become aware of different products for improvement. - Jon B., soybean farmer, Indiana, United States
Thanks for sending the survey out. It helps me in making decisions on farming. - James F., soybean farmer, North Carolina, United States
On a lighter note, almost 9% of the respondents said they simply enjoy doing surveys.
Finally, attractive compensation was the chief reason among 25.9% of the respondents.
Stratus is in the business of talking to farmers and learning from them. See how our team can find answers to those difficult questions you have about your products and customers.