Best way to segment farmers when doing ag market research?

Honestly, I'd start with operation type (row crop, livestock, specialty/hort) before farm size — the needs and buying behaviors vary way more across those than just acreage alone. That said, layering in farm size within each segment is where it gets really useful, since a 500-acre corn farmer and a 5,000-acre corn farmer are basically different buyers. We've also had good luck using technology adoption rate as a secondary cut when clients care about innovation targeting.