Best way to segment farmers when doing agri market research?

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Trying to figure out how to break down a pretty diverse farmer audience for a new crop input product. Farm size feels too simple — any other ways people do this?

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Sofia Rossi · Answer

Farm size alone is definitely too blunt — we usually layer in cropping system (irrigated vs. dryland, commodity vs. specialty), risk tolerance/adoption behavior (early adopter vs. laggard), and decision-making structure (owner-operator vs. managed operation). For crop inputs specifically, technology adoption stage tends to be the most predictive segmentation variable for purchase intent. A quick 5-6 question screener can get you there before you even run the full survey.

Best way to segment farmers when doing agri market research?

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