Everything was fantastic – thanks for all your efforts to ensure great respondents, show rates and insights! 😊
Barbara
Vice President
Market research and consulting firm
USA
Case study
Ethnographic research: corn farmers, crop yield, USA
The client brief
A company that supplies products and services to help farmers improve crop yields wanted to conduct depth interviews with corn farmers and agronomists in Illinois and Iowa. The research explored the opportunity to market new a digital solution deisgned to optimise the use of fertilisers in arable farming. The proposed product used satellite imagery to identify how much fertiliser is required on different fields or sections of fields. It was important for the research that the farmers who were interviewed represented a range of different sizes of farms, including some very large farms of 5000 acres or more.
Research Countries
Research Industry Focus
Agriculture
Number of Participants
40
Research Audience
Research Methodology
FieldworkHub delivers
We recruited over 40 farmers and advisers in two phases of the research. These represented four different sizes of farm:
- Small Family Farms ($350,000 gross cash farm income or less than 1000 acres)
- Midsize Family Farms ($350,000 to $999,999 gross cash farm income or 1000 to 2600 acres)
- Large Family Farms (over $1 million gross cash farm income or over 2600 acres)
- Very Large Farms (over $1.5 million gross cash farm income or over 5000 acres)
We also assisted with planning the travel schedules for each group of interviewers as the drove round rural Illinois and Iowa to conduct ethnographic interviews on last around 90 minutes on working farms.
Overall, we had such a great time with them. All of them showed up early and were very open and interested. They stayed with us for the full 4 hours, covering competitor sites, in-store walk throughs and gave a lot of feedback on product. They were able to articulate the ‘why’ behind most of their feedback which is so helpful when we can’t get this in the office!
Caroline
Customer Insights Manager
Apparel company
UK
Read a relatable case study and want to know how we can help you achieve your research goals?
Contact our feasibility specialists to discuss your specific research needs and how we can help you gain deeper insights from your target audience.
