Our client needed a better understanding of the grower and retail sales decision-making process for fertilizer which is typically seen as a commodity. They wanted to identify key influencers, needs, and opportunities in the North American marketplace to help position their product as worth specifying by name.
We began with a 10-day, online, qualitative ‘deep dive’ involving 40 growers and sales agronomists from leading retailers across five key crops. These insights led us to visit several corn, soy, wheat, and cotton growing communities, conducting focus groups, workshops, and in-depth interviews with growers, sales representatives, and crop consultants.
Our research was critical in developing a quantitative segmentation study outlining clear, actionable steps for targeting the grower and retailer groups that represent the most opportunity in terms of influence and sales volume for this brand. After implementing the target marketing campaign, the brand had a record shipment year, and today the brand is used on over 11 percent of all US farmland.