How to communicate with farmers

1. BUSINESS AIMS

A number of ad concepts with abstract images for seeding materials were developed by our Client for the Eastern European market. The key need was to determine which was the most motivating and appealing.

2. BAZIS SOLUTION

We used traditional qualitative interviewing and focus group approaches to conduct ad testing in the three key agricultural regions of Russia: Southern, Central and Privolzskij federal districts.

3. CLIENT IMPACT

Findings revealed that farmers rely solely on expert opinion when selecting seeding materials, and are not using any producers’ printed sources at all as reference materials. These research results were unexpected for the Client. None of the concepts were attractive to the target audience. Moreover, abstract images evoked negative reaction from farmers, which extended to the Client’s overall brand image.

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