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 Feedback | Maximize channel support. Know which factors drive channel behavior and how crop protection manufacturers are viewed. |
| Whole Farm Analysis | A step forward in customer marketing: Optimize customer marketing strategy for seed and/or crop protection. Focus resources on the best customer and competitor targets. |
| MarketScape Brand Use | Track the dynamics of important seed and crop protection markets in Canada, with detailed data on market size and brand shares. |
| Channel Power | Make the right channel resourcing decisions. Know the strengths and limitations of each crop protection channel, as perceived by growers. |
| Glyphosate Resistance Tracking | Track growers and acres affected by glyphosate resistant weeds, by species and state. Monitor the level of grower concern. |
| Resistance – Practices & Perceptions | Capitalize on business opportunities arising from glyphosate resistance through a better understanding of grower practices and attitudes. |
| Seed Focus360 | Build better brand strategy by using grower insight for all aspects of the seed marketing mix. |
| Seed Channel Feedback | 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 sales force strategies that drive brand success.
Study components:
- Brand Positioning
- User Experience
- Price Sensitivity
- Channel Effort
- Promotion
- Sales Force
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
- Retailer Interaction with Growers
- Distributor Management
A step forward in customer marketing. 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
- Customer Opportunity
- Competitor Targets
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 Whole Farm 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.
- The annual MarketScape Summary is an annual compilation of all Canadian seed and CP markets, including company shares in total, by crop and by category.
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
- Retailer/Grower Interaction
Enables companies to capitalize on business opportunities arising from glyphosate resistance. The study is used by clients to:
- Track the incidence of resistance and predict trends.
- Focus resources proportionate to incidence levels by geography.
- Design strategies to support weed resistance management.
Study components:
- Resistant weed distribution, by state, 2010-2013.
- Incidence of multiple species with resistance on the same farms
- Level of grower concern
Enables companies to capitalize on business opportunities arising from glyphosate resistance. The study is used by clients to:
- Assess how farming practices impact resistance.
- Optimize product strategies by knowing how growers are using management practices to battle weed resistance; and by understanding their attitudes about those practices.
Study components:
- Farming Practices (herbicide tolerant crops, rotations, tillage, herbicides)
- Best Management Practices (practices used or not used, reasons, challenges)
- Grower Attitudes about weed resistance (tracked from 2010-2013)
- Company Performance (interaction with growers, resistance solutions)
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 sales force strategies that drive brand success.
Study components:
- Brand Positioning
- User Experience
- Channel Effort
- Promotion
- Sales Force
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
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
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
