The Ag Industry's Premier Market Research Partner
With expertise in agriculture, animal science, and advanced data analysis, our unique
team understands how data science can be applied for strategic growth. No matter
the business challenge, we’ll align methodologies with strategic business
objectives to create a dynamic approach to solving industry challenges – big or small.
NEW PRODUCT LAUNCH
CHALLENGE
A major livestock pharmaceutical company was introducing a new product to the market. The new product was an extension of an existing product but included a new ingredient and a different administration method.
Our client wanted to understand how to best introduce this new product, capitalizing on the existing brand equity while demonstrating the benefits of this new product. Having an insight backed approach to positioning, pricing, and messaging was critical to a successful launch.
FORWARD GROUP APPROACH
Based on Forward Group’s knowledge of the market landscape, we recommended an initial qualitative phase to understand what current customers and non-customers thought about the existing brand while also uncovering potential gaps in the current market to be utilized for creating meaningful messaging.
Following a robust workshop digging into the qualitative findings with key stakeholders, quantitative research was conducted to optimize messaging and understand the optimal price point (taking into account the current brand and competitors).
INSIGHTS AT WORK
Insights from all three research phases guided key stakeholders in creating a successful launch plan. The customer was considered in every decision, ensuring the company was creating marketing materials and a pricing
approach that appealed to their target customer.
UNDERSTANDING YOUR CUSTOMER GLOBALLY
CHALLENGE
A major agricultural company needed a global understanding of their customers – what are the biggest problems they face and to what extent are they being solved? The team needed an approach that would work across the world in order to ensure a global perspective.
FORWARD GROUP APPROACH
We worked with the Insights team to ensure the quantitative methodology utilized could be replicated across countries/regions and target categories. From market research survey tools to reporting and other deliverables, consistency was a primary focus throughout, while still balancing the regional flexibility needed for actionable results.
INSIGHTS AT WORK
Research insights and deliverables, including an interactive reporting dashboard, guided key stakeholders in determining which problems should be addressed by their global and regional teams. Results helped prioritize and understand the relative impact of creating solutions to critical problems.
CAPTURING ON-GOING CUSTOMER FEEDBACK
CHALLENGE
A major agricultural company wanted to understand a select set of their customers at various points throughout their customer journey. Insights from capturing the right feedback at the right time were to be used to modify and improve their overall experience.
FORWARD GROUP APPROACH
Due to our strong understanding of agriculture, Forward Group knew the timing, tone, and ease of providing feedback was critical to getting the insights needed. Easy and quick to use online survey technology, relevant questions and terminology, and an effective partnership with the internal team helped create an enjoyable feedback experience for customers. Online surveys were created to gather feedback over an extended period while also incorporating qualitative insights.
INSIGHTS AT WORK
Having multiple feedback opportunities allowed for internal stakeholders to build upon learnings through the entire customer journey, modifying the experience for future customers. The flexibility encouraged a continual evolution of the research, leading to meaningful results throughout the whole process.