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SEED
Trait Focus360
Purpose
To determine how growers view each of the major traits, which traits they intend to plant and why they are planting those traits, what herbicide programs they will use on those traits, and their views about how each trait is supported by seed companies, seed resellers, and crop consultants.
Target
Farmers
Focus
Major Trait Brands
Geography
Canada & US
| Product Categories | Corn | Cotton | Soybeans |
|---|---|---|---|
| Canada | ✓ | ||
| US | ✓ | ✓ | ✓ |
Key Questions
- What traits are growers intending to plant this year compared to last year?
- What do growers think of each trait vs. its competitors? What are its strengths and weaknesses?
- How are perceptions changing over time?
- What kind of experience did users of each trait have last year?
- How effective is the channel supporting each trait?
- How effective is the advertising for each trait?
- How effective are direct contact activities for each trait?
- How often is each trait considered? What factors drive consideration?
- How often is each trait chosen? What drives the decision?
- Why do some growers consider but reject each trait?
- What post emergent herbicide programs are planned for each trait this year?
Study Content:
- Brand Purchase Journey
- Brand Positioning
- Brand Experience
- Channel Effort
- Farmer Profile
Historical Data
1 – 3 years included in the report, depending on availability (more history is available in most markets).
