Agriculture and Food

Helping clients understand latest trends and upcoming opportunities in agri and farm business with our deep on ground research capabilities and sector knowledge

Capabilities

What we do

13 capabilities

Capability

Farmer personas

Questions we answer

What is the profile of the farmer (education, size of family, first / second / third generation farmer, education of kids, ownership of capital goods, type of farmer – own land or tractor driver, tractor ownership – no. & brand, land area owned, type of crops grown – cash or food crops, sources of income, annual income)?
What does the farmer like to do in his leisure time (TV shows, news, documentaries) and vacations?
What is the level of online activity (Usage and time spent on social media platforms and shopping)?
Which agri-tech apps is the farmer using regularly and for what purpose? Which agri-tech app is the farmer aware of?
How do farmers evaluate alternative options and select the product and service provider?
What is the level of research undertaken before buying a product / service? What factors influence the farmers’ decision?
How open is the customer to try new experiences?

Capability

NPS diagnostic and track

Questions we answer

How strong is the brand proposition in the minds of farmers?
Is the brand proposition consistent across regions and products / services?
What is the level of unaided and aided recall?
What are the top 3 words most associated with the brand?
How likely are farmers to recommend / advocate the brand to others?
Does the brand have a farmer pull or distributer / dealer push across products / services?
Are farmers willing to pay higher fee / commission etc. for brands?

Capability

Brand perception map

Questions we answer

Which brand of tractor / farm equipment / fertilizers is the farmer aware of?
Is the overall opinion of the brands favorable or unfavorable?
Which brand does the farmer prefer to purchase from?
What word comes to the mind of the farmer when he thinks of the brand?
How does the farmer rate the brand on following parameters: reliability, innovation, focus on customer requirements, customer service, pricing, sales process, product performance, and after sales support?
How likely are farmers to recommend / advocate the brand to others?

Capability

Market potential assessment

Questions we answer

What is the size of the addressable market (TAM, SAM)? What are the key growth drivers and inhibitors?
What are the different customer segments and how do requirements vary across these segments?
Who are the key competitors and what are the attributes of their offerings? How are they fulfilling customer requirements? What are the key unaddressed pain points of customers across segments?
How does the brand’s / player’s existing offerings compare to those of key competitors?
What is the potential business upside / risk across customer segments?

Capability

Competitive benchmarking

Questions we answer

What does the competitive landscape look like in each product category?
What are the differentiating features of the successful products / services from the competition (product offerings, TAT, service levels, sales capacity, pricing, etc.)?
How do our existing offerings compare to those of the competition?
In which customer segments are we strong vis-à-vis competition?
Where does the brand win against competitors and where does it lag competitors?
What is the potential value upside in the target market?

Capability

Purchase journeys

Questions we answer

What are the main touch points in farmer journey across different product categories?
How does the farmer journey originate (digitally, own sales team, agent, organic, etc.)?
How is the experience with the customer support across different players?
What was the level of dependence on the sales agents across different touch points?
What are the specific pain points and areas for improvement at different touch points?
What is the level of satisfaction on different touch points during the journey?

Capability

Digital journeys

Questions we answer

What are the main touch points in farmer journey across different product categories (farm equipment / fertilizers / crop nutrition, etc.? How is the user experience and ease of navigation?
What is the degree of adoption of digital at different touch points?
What are the KPC for adopting digital as compared to traditional options?
Which products / categories do they prefer purchasing online and why?
How does the digital journey differ from the traditional journey?
What are the specific pain points and areas for improvement?
What is the level of satisfaction on different touch points during the digital journey?

Capability

Farmer brand experience

Questions we answer

What are the key purchase criteria and usage preferences of farmers?
What different channels do farmers consider for discovery of farm equipment?
How do farmers evaluate alternative options and select the player?
What factors influence the customers’ choice of products and player?
Where do farmers see value, e.g. quality of advice, convenience, after sales service, etc.?
Which players are customers most satisfied with and why?
How would they rate their experience with respective players?
What are the specific pain points and areas for improvement?
What would trigger them to shift to another player?
What is the propensity to shift to a digital platform?

Capability

Unit economics benchmarking

Questions we answer

What are the different revenue streams per farmer? What are the drivers of revenue?
How much does it cost in time and money to service / acquire a farmer?
What fixed and variable cost components are associated with servicing a farmer?
What are the drivers of fixed and variable cost?
What is the break-even scale and time taken to reach breakeven?
How do the unit economics vary across farmer segments?

Capability

Voice of the farmer

Questions we answer

Which players are farmers most satisfied with across product categories and why?
How has their experience been with different offerings across different product categories?
What are the reasons for preference of a particular player over others?
How do farmers rate the sales and service experience?
What are the improvement areas across product categories?
What is the level of stickiness across product categories?
What are the triggers that would make farmers shift to another player?
What are the key elements to provide a comprehensive user experience?

Capability

Ad campaign feedback

Questions we answer

Are the campaign objectives and spend mix aligned with the overall business goals?
Are the key messages of the campaign being received and understood by farmers?
What is the reach / click-through rate of the campaign, and what is the cost per farmer reach-out?
What is the cost per enquiry / lead / trial?
What is the actual commercial value (new farmer acquisition, business volume, revenues, cost savings through channel migration, etc.) of the campaign?
What is the actual ROI of the campaign?

Capability

Product usage maps

Questions we answer

What are the key requirements of farmers and which of these is the product / service fulfilling? What are the unmet needs?
What is the frequency of usage of usage? How frequently does the product need repair and maintenance?
What is the comfort level of the farmer while using the product / service? What is the level of handholding / training / support required?
What is the product and spare part replacement cycle?
What is the level of satisfaction of farmers across product quality, duration of usage (life), spare part availability, after sales support, pricing?
How do the above vary across brands / players?

Capability

Sector scan

Questions we answer

What key segments constitute this sector? How have they been growing over the past 5 years? What are the key growth drivers?
What is the market size, overall and by segments and categories? How are the segments estimated to grow in the next 5 years? Why?
What are the key players operating in each segment? How do they stack up against each other?
What are the key products and services they are providing? What needs are they fulfilling?
What are the headwinds and tailwinds in this sector?
What are the key technological advancements this sector has seen? What are the emerging technologies?
How has the investment activity been in this sector in the recent past? How will this continue / change in the near future? Which segments will attract investment and why?

Related Case Studies

View all

Agriculture and FoodApr 14, 2021

Conducting a farmer behavior study for a fertilizer player

Objective

An Indian fertilizer brand wanted to conduct a consumer behavior study to understand the requirements of its farmer customers, their decision-making process when it came to the selection of brands, and key pain points.

Methodology

Conducted in-depth interviews of farmers (N = 20) to understand their requirements in terms of crop fertilizers, decision-making process, key influencers, and pain points in the entire procurement process
Conducted quantitative farmer survey (N = 500) to understand farmer profile, persona, key requirements in terms of fertilizers, key purchase criteria, and experience rating of the brand vs. key competitor brands
Analyzed interaction of farmers with the brand at various touch points, key needs and pain points, and improvement areas

Impact / Outcome

Helped the client understand crop fertilizer needs of farmers, decision-making process end to end, and pain points, and recommended key initiatives to uplift farmer’s brand experience

Agriculture and FoodApr 14, 2021

Conducting a farmer NPS study for an AgriTech company in agricultural inputs and outputs space

Objective

An Indian AgriTech player providing an online marketplace for agricultural inputs and outputs wanted to conduct an NPS diagnostic amongst its farmer customers, and understand the drivers behind the same

Methodology

Conducted in-depth interviews of farmers (N = 15) to understand their requirements in terms of agricultural inputs and output, and key AgriTech platforms they are using / have used
Conducted quantitative survey among 500 farmers to understand AgriTech player NPS, key drivers, pain points and improvement areas, by geo, type of farmers, and type of crop grown
Conducted quantitative survey among 200 farmers to understand key competitor platform NPS, drivers and weaknesses.
Conducted in-depth analysis to understand relative strengths and improvement areas for AgriTech player

Impact / Outcome

Helped client to understand relative NPS and key drivers of the same, as well as key improvement areas to strengthen value proposition and overall customer experience

Showing 1–2 of 4 case studies · Page 1 of 2

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