CONCEPT TESTING RESEARCH

Client is a leading global provider of crop nutrients, agricultural inputs, and services operating globally.
The client operates a diversified portfolio of businesses that encompass the production and distribution of potash, nitrogen, and phosphate fertilizers.

Problem Statement:

With a strong presence in key global markets through its fertilizers, the client wanted to expand its reach in the Southeast Asian market by introducing a new fertilizer and building a long-term sustainable competitive advantage.
The major intent of the study was to:
- To estimate acceptability levels, the likelihood of purchase, and the acceptable selling price for its new fertilizer
- To explore farmers’ reactions to the concept and diagnose the triggers and barriers to purchase.

Our Research Approach:

Novus’s experts followed a detailed approach towards the client’s market expansion objective in the Southeast Asian market with new fertilizer. The approach employed by our research experts consisted of a two-phase approach using primary research.

In Phase 1st, Novus Insights conducted in-depth Qualitative Interviews with agribusiness experts in order to understand their experiences, and perspectives on the new fertilizer concept, its potential acceptance in the market, and factors influencing farmer adoption..
Based on the inputs received from phase 1, Novus Insights prepared a comprehensive questionnaire incorporating closed-ended questions with rating scales, multiple-choice questions, and a few openended questions for additional insights
Phase 2: Using the questionnaire, our experts conducted Quantitative CAPI interviews with farmers to understand their preferences, liking, pricing preferences, willingness to buy, and other pertinent factors related to the new fertilizer.

Key Takeaways of Research :

The research estimated the acceptance levels and buying probability of the new fertilizer among Southeast Asian farmers
The study determined the appropriate sales price for the new fertilizer, considering farmers' price sensitivity and willingness to pay
Insights were gained into farmers' reactions and perceptions of the new fertilizer concept, helping align product positioning and marketing messaging.
The study diagnosed the triggers that motivated farmers to purchase the new fertilizer, as well as the barriers that hindered adoption, providing valuable insights for the client.

Geographic Coverage:

Indonesia, Thailand, Philippines, and Vietnam

CONCEPT TESTING RESEARCH

Problem Statement:

Our Research Approach:

Key Takeaways of Research :

Geographic Coverage:

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