Our innovative and comprehensive Focus360 studies deliver insights for a full range of business components that influence your product, brand, market, business strategy, and ultimately your success.
| Brand Focus360 | Build better brand strategy. Use grower insight for all aspects of the crop protection marketing mix. |
| Channel Focus360 | Maximize channel support. Know which factors drive channel behavior and how crop protection manufacturers are viewed. |
| Portfolio Focus360 | Optimize customer marketing strategy for seed and/or crop protection. Focus resources on the best customer and competitor targets. |
| MarketScape | Track Canadian market dynamics with up to 10-year trends for the total size of crop protection and seed markets, plus company shares for all major crops and categories. |
| Company Focus360 | Strengthen long-term market position. Understand grower perceptions and expectations of crop protection and seed companies. |
| Channel Power | Make the right channel resourcing decisions. Know the strengths and limitations of each crop protection channel, as perceived by growers. |
| Resistance Focus360 | Capitalize on business opportunities arising from glyphosate resistance. Track incidence levels and monitor grower practices and attitudes. |
| Seed Focus360 | Build better brand strategy by using grower insight for all aspects of the seed marketing mix. |
| Seed Channel Focus360 | Maximize channel support. Know which factors drive channel behavior and how seed companies and their seed brands are viewed by the channel. |
| Variety Evaluation | Strengthen market position. Understand the strengths and limitations of individual varieties based on grower experience. |
| Seed Brand Use & Experience | Plan business strategies. Knowing trends in seed brand share positions and customer experiences. |
Enables crop protection companies to build better brand strategy by using grower insight for all aspects of the marketing mix. The study is used by clients to:
- Establish clear product positions based on factors that drive grower decisions.
- Identify competitive advantages based on grower perceptions of product strengths/weaknesses.
- Understand product vulnerabilities based on actual user experience.
- Select competitor brands to target.
- Establish optimum price positioning knowing the relationship between price and volume.
- Focus resources on preferred retail distribution channels.
- Define communication messages that resonate with growers.
- Provide guidance and objectives to communication agencies.
- Establish appropriate company level strategies that drive brand success.
Study components:
- Positioning
- User Experience
- Price Sensitivity
- Channel Effort
- Advertising
- Company Brand
Enables crop protection companies to maximize channel support by knowing which factors drive channel behavior and how manufacturers are viewed by the channel. The study is used by clients to:
- Establish strategies to improve performance on important factors that drive retailer support.
- Avoid resourcing factors that do not matter.
- Focus resources on distribution channels that provide the best product support.
- Evaluate the performance of their sales force and identify training and development needs.
- Establish appropriate promotional strategies to reach retailers more effectively.
- Develop optimum strategies to reach growers recognizing retailer needs and approaches.
- Understand positions taken by distributor management.
Study components:
- Product Support
- Sales Force
- Programs & Promotions
- Grower Interaction
- Distributor Management
Enables crop protection and seed companies to optimize their customer marketing strategy by focusing resources on the best customer and competitor targets. The study is used by clients to:
- Design integrated seed plus crop protection strategies based on grower purchasing behavior.
- Create whole farm customer strategies with knowledge of competitor positions.
- Quantify the opportunity to grow share with growers that meet a specific profile.
- Select vulnerable competitor brands for growth among targeted customer groups.
- Quantify the role of seed brands in leveraging or blocking crop protection lines.
- Design more effective programs knowing which brands are most powerful in lifting portfolio sales.
Study components:
- Purchasing Patterns
- Product Line Strength
- Brand Lift
MarketScape - Brand Use Data
Enables companies to track brands and companies in all important Canadian markets. The reports are used by clients to:
- Accurately track market size and shares.
- Lower costs to free up budget for forward-looking research.
- Convert data into strategic insight via Portfolio Analysis
Study components:
- Data reported for 3 years, with statistically significant changes highlighted.
- 10-year trends charted for main market metrics.
- Market size analysis includes planted acres, acres treated, intensity (% treated), total grower expenditures, average expenditure ($/acre).
- Brand analysis includes acres treated, grower expenditures, average $/acre, share of growers, share of acres and share of grower expenditures.
- Maps illustrate market intensity and share of main brands.
- Data cut by province and soil zone. Custom region and territory are cuts available.
- MarketScape 360 is an annual report that summarizes the Canadian seed and CP markets, including company share in total and in all of the largest crop-category markets.
Enables crop protection and seed companies to strengthen their long term market position by understanding grower perceptions and expectations of manufacturers. The study is used by clients to:
- Determine how much to invest in company brand strategies.
- Design the right initiatives to build loyalty and drive long term commitment.
- Focus resources on the types of grower interactions with the greatest impact.
- Understand what it takes to exert the greatest influence over product selection decisions.
- Assess the role that company brand can play in generic defence strategies.
Study components:
- Grower Interaction
- Loyalty & Alignment
- Influencing Decisions
- Perceptions & Drivers
Enables crop protection companies to make the right channel resourcing decisions by knowing the strengths and limitations of each channel, as perceived by growers. The study is used by clients to:
- Align with distribution channels that have the most power to influence product decisions.
- Vary the level/type of support provided to each channel based how they influence growers.
- Develop strategies that lead to greater push from key channel partners.
Study components:
- Loyalty & Alignment
- Influencing Decisions
- Perceptions & Drivers
Enables companies to capitalize on business opportunities arising from glyphosate resistance by tracking incidence levels and monitoring grower practices and attitudes. The study is used by clients to:
- Predict trends in the development of glyphosate resistance.
- Focus resources proportionate to incidence levels by geography.
- Design strategies to support weed resistance management.
- Assess the value of their resistance management investments.
Study components:
- Resistance Tracking
- Farming Practices
- Best Management Practices
- Grower Attitudes
- Sources of Information
- Company Performance
Enables seed companies to build better brand strategy by using grower insight for all aspects of the marketing mix. The study is used by clients to:
- Establish clear product positions based on factors that drive grower decisions.
- Identify competitive advantages based on grower perceptions of product strengths/weaknesses.
- Understand product vulnerabilities based on actual user experience.
- Select competitor brands to target.
- Focus resources on improvements needed for the retail distribution channel.
- Define communication messages that resonate with growers.
- Provide guidance and objectives to communication agencies.
- Establish appropriate company level strategies that drive brand success.
Study components:
- Positioning
- User Experience
- Channel Effort
- Advertising
- Company Brand
Enables seed companies to maximize channel support by knowing which factors drive channel behavior and how seed companies and their seed brands are viewed by the channel. The study is used by clients to:
- Establish strategies to improve performance on important factors that drive retailer support.
- Avoid resourcing factors that do not contribute to retailer support.
- Focus resources on distribution channels that provide the best brand support.
- Evaluate the performance of their sales force; identify training and development needs.
- Establish appropriate promotional strategies to reach retailers more effectively.
- Develop optimum strategies to reach growers recognizing retailer needs and approaches.
Study components:
- Brand Support
- Sales Force
- Programs & Promotions
- Grower Interaction
Variety Evaluation
Enables seed companies to strengthen their market position by understanding the strengths and limitations of individual varieties based on real field level grower experience. The study is used by clients to:
- Promote their varieties and traits based on independent third party data.
- Focus resources in geographic regions with strong variety performance.
- Identify competitor weaknesses.
- Predict trends in brand share.
Study components:
- Variety Performance
- Trait Performance
- Intentions
Seed Brand Use & Experience
Enables seed companies to plan their business strategies knowing trends in share positions and customer experiences. The study is used by clients to:
- Evaluate business results relative to competitors.
- Track market trends.
- Identify competitive threats and opportunities.
- Plan future seed production.
- Prioritize specific geographic regions.
Study components:
- Brand Use
- User Experience
