One of the quickest ways to lose credibility within your organization or with crucial stakeholders is to realize halfway through the final presentation that the target respondents surveyed are not quite right, or worse yet, not at ALL appropriate to the specifics of your objectives.
A vendor should understand the nuances of the audience thoroughly in the proposal or, at least, the kickoff stages of the project. Unfortunately, most market research firms do not have the breadth of experience with farming professionals and lack the expertise to ask the right questions. As a result, distinctions may be too easily overlooked.
While there are millions of market research companies with all types of unique panels, those solely focused on or genuinely engaged with the agricultural sector are few and far between. One organization that is exclusively dedicated to agriculture and knows the right questions to ask, even in that first inquiry with your insights team, is Ag Access.
With over 20 years of experience in planning and executing with farmers, livestock producers, feed mills, and turf management teams, they are the full-service go-to leader in the agricultural sector.
Connections with the Right People
As of 2019, the average age of a farmer was 57.5 years old. If you are looking to focus on younger farmers, most market research professionals will stumble with delays due to the low incidence of potential participants. But because Ag Access already has 200,000 agricultural members committed and engaged in their panel, they already have a running start on profiling the right audience.
Additionally, their members receive incentives for their opinions, pertinent industry data, and news periodically, so response rates are exceptional. If you need to move beyond your client list, it’s no sweat. Sometimes the right incentive is not throwing money at participants but sharing snippets of valuable non-proprietary data that help their business grow too. Ag Access’ unique strategy ensures participation and builds a loyal community of those ready to respond.
Ag Access similarly knows the right times of the year and time of day to best do outreach to soybean and corn growers, cattle ranchers, and turf management decision-makers. With over 1 million contacts, Ag Access can successfully recruit and zero in on those young farmers in the Midwest who use mini excavators to break down residue for high-yield crops.
In this space, most potential respondents spend their days in the field rather than in front of a computer. Because Ag Access knows these folks, they know the right way to raise questions and the right time to launch mobile surveys or phone calls to get what you need.
Going beyond your customer list is one issue. Another is knowing if you can count on your supplier to assist you with agricultural research objectives and real-life answers when you do not have the bandwidth or an inside dedicated research team to gather a survey panel.
Ag Access provides everything from planning to designing the qualitative discussion guide or survey to programming, project management, and reporting. They will facilitate all your stakeholders, corroborate or disprove assumptions, and help you prepare your organization for a go-to-market strategy. All you need to bring to the table is what you want to know and from whom.