Custom Market Research Studies

Our market research group provides a full range of quantitative and qualitative research services. We have also adapted the most widely used custom research techniques to the specific conditions faced in agriculture and food. No matter how complex your challenge or how intricate your opportunity, we have the depth to design a study that produce actionable results.

Here are some of the most common custom research techniques used in our work:

Custom Research Techniques

CEFs (Customer Experience Factors) – Identify and measure the touch points that matter most in driving business.

RFM (Recency, Frequency, Monetary) – Group your market and customers into actionable segments, using market research data, or customer transaction and profiling data, or a combination.

NPS (Net Promoter Score) – Not getting actionable results from your customer satisfaction measurement? Net Promoter Score is a highly actionable metric that ties directly to customer behaviour, is understandable and adaptable at all levels of the organization, and provides tangible ways to increase business.

Customer Segmentation – Advanced analysis is used to derive meaningful and actionable market segments. The basis for segmentation is customized to our client’s needs, and can include: needs / benefits sought, psychographics, product or brand usage, loyalty, or a combination of these or other methods.

Projective Techniques – Uncover the attitudes, values, and perceptions that are strong drivers of brand choice and business decisions. We use techniques to get beyond the initial rational / tangible responses, to explore the underlying emotional drivers.

Brand Relationship Model – “How can we stand out in ways that matter to our market?” This is the essential question, and our Brand Relationship Model measures the strength and stature of a competitive set of brands. You get a clear picture of where your brand stands in relation to the competition, and you get the “why” behind the numbers.

Brand Levers – Find out which attributes specific to your brand are the greatest drivers of business.

Brand Architecture Mapping – A set of research techniques is used to determine the roles and interrelationships of all of your brands, leading into the development of brand architecture to help leverage your brands and resources.


Qualitative Research

Qualitative research is the key to understanding the drivers of market behavior. Digging below the surface through interviews, focus groups or online discussion provides the kind of insight that can be critical to successful marketing efforts. We are expert at all qualitative approaches and especially comfortable with the challenges in recruiting and fielding in agriculture. Here are some of the qualitative research approaches we utilize:

  • Focus groups, mini-groups
  • Online combined quali-quant
  • In-depth interviews / dyads / triads
  • Experiential interviews, ethnography
  • Category engagement and understanding
  • Brand perceptions, personality, imagery, positioning
  • Understanding and mapping purchase decisions
  • Value equation, loyalty drivers, decision drivers
  • Understanding and influencing behaviours
  • Customer segments, emotional and rational benefits sought
  • Creative and concept testing
Quantitative Research

Quantitative research is useful in defining scope, measuring intentions and defining segments. It is useful in tracking change over time and in predicting how customers will respond to new offers. Quantitative research often plays a key role once the qualitative work is complete. With our farmer relationships and innovative approaches, we can help you get the answers.

Here are some of the common quantitative research approaches we apply:

  • Surveys – Web, telephone mail
  • Consumer panels
  • Database analysis – RFM
  • Secondary market research
  • Statistical analysis
  • Market opportunity analysis
  • Intentions toward purchases, operations, marketing
  • Understanding and mapping purchase decisions
  • Value equation, loyalty drivers, decision drivers
  • Understanding and influencing behaviours
  • Customer segments, emotional and rational benefits sought
  • Creative and concept testing
Market Sectors

FarmShift is renowned for its particular depth of experience conducting research in the in the North American agricultural sector. Our elite team of industry veterans covers the entire spectrum of skills, experience and specialization required by industry leaders. Here are some of the categories we cover:

By Audience
  • Farmers / producers – crop, livestock, mixed operations
  • Consumers, general public
  • Executives, business owners, managers
  • Retail channel
  • Agronomists, advisors
  • Employees
  • Other stakeholders, influencers (industry, suppliers, invest community, opinion leaders)
By Client Business Categories
  • Life sciences, biotechnology, genetic traits
  • Crop protection, fungicides, seed delivered products
  • Nutrition, including micronutrients and biologicals
  • Livestock, pork, beef, dairy, poultry
  • Processing, grain handling, grain marketing
  • Retailers – independent, regional and multinational
  • Heavy equipment, farm equipment, short line equipment
  • Grain handling equipment, including bins, conveyors, augers
  • Contracting of identity preserved and special crops
  • Industry associations, producer associations, cooperatives
  • Environment, recycling, sustainable agriculture
  • Consulting advisory firms – financial, marketing, agronomy
  • Risk management, weather and climate based derivatives
  • Succession planning, farm management
  • Financial services, credit unions
  • Lobbying and policy development
  • Precision farming technology
Into Consumer Markets
  • Public perceptions of biotechnology, pesticides, wetlands preservation and local production
  • Specific public policy issues in urban areas, including: livestock regulation, cosmetic pesticide bans, and GMO related initiatives
  • Investor relations, government perceptions, broader stakeholder groups
  • Financial services, including: credit unions, banks, insurance
  • Non-profits, events, education
By Geography
  • Western Canada, Ontario, and Quebec, including French language focus group moderation and interviewing and translation of results
  • United States, particularly the Midwest, Northern Plains, Texas and California
  • International end use customer markets including Europe and USA