Our client, a prominent global agricultural solutions provider with over 10,000 patents, sought to gain a deeper understanding of the Indian farmer's mindset, their current needs, and their preparedness for embracing new agricultural technologies. The agriculture sector in India is transforming quickly, shaped by innovation and evolving farmer needs. In this context, the client aimed to:
At AND, we deployed a robust research methodology, combining qualitative and quantitative approaches across a wide geographical spread to capture a clear picture of India's agricultural landscape:
Qualitative Deep Dives: We conducted 180 qualitative farmer interviews across 18 states to gain nuanced insights into their daily lives, challenges, aspirations, and attitudes towards technology.
Expert Perspectives: We conducted 70 expert interviews with key stakeholders, including retailers and agri-experts, to gather their invaluable perspectives on market dynamics and technological trends.
Quantitative Validation: To validate and quantify the qualitative findings, we executed a large-scale quantitative survey with 1000 farmers across the same 18 states.
We delivered a detailed report outlining technological readiness among Indian farmers, helping the client understand where and how innovation could take root. Our work outlined a clear roadmap for their tech initiatives, prioritizing crops and features based on farmer needs. These findings helped open new monetization opportunities for the client by revealing what farmers are truly willing to pay for, guiding them toward more effective and locally relevant strategies.
At AND, we helped the client cut through market complexity and align their strategy with on-ground realities of tech adoption. By grounding decisions in real farmer insights, we enabled the design of solutions that could benefit over millions of farmers across India.
AgTech adoption research studies how farmers embrace new agricultural technologies, their readiness levels, and the factors influencing technology adoption in rural farming communities.
Understanding farmer needs helps AgTech companies design relevant solutions, prioritize features, and create strategies that align with real on-ground challenges and aspirations.
AND combines qualitative interviews with farmers across multiple states, expert stakeholder perspectives, and quantitative validation surveys to deliver comprehensive agricultural insights.