We asked farmers – and unlocked on-farm adoption

unlock on-farm adoption

By: IN10T

Product adoption is tricky. Just like there is no one-size-fits-all approach to farming, there is no one reason, or no one method, that farmers may use to make a decision to bring a new product or technology into their operation.

Sometimes the decision is around bringing a new product on just one field that might benefit. Sometimes it’s about yield gains, or perhaps trying to diversify market offerings. And sometimes trying something new all comes down to farmers’ perception of a product meeting a need or solving a problem.  But if the farmer isn’t convinced that it’ll help them, they will move on.

Farmers may attribute a good or poor outcome to a variety of factors, not just product performance. For instance, we’ve even known farmers to have a good experience with a product but not recommend it because of poor customer service.

So, how do we know what farmers are thinking? We ask, and we listen to what they have to say! Because we’re passionate about knowing the factors that drive product adoption, we took all of the questions we had to our dynamic, innovative FarmerTrials Network.

In December 2020, IN10T launched a survey asking farmers what impacts their decisions to bring new ‘stuff’ to their farm–from seed products, equipment, pesticide management, and more. The results from the more than 250 respondents proved to be fascinating.

The IN10T team was careful to analyze the responses to determine the most important and impactful insights to share. After careful consideration of the results, the recurring themes became the Four Principles of Product Adoption:

  1. Consult, don’t sell
  2. Quantify the value
  3. Engage with farmers’ data
  4. De-risk market entry

These Four Principles have a lot more insights behind them than what you see here, and we’re ready to share them because we believe knowing how best to reach farmers with the tools they want, and need will fundamentally push agriculture forward.

That’s why we’re excited to share the full report with you in a comprehensive e-book, Unlocking On-Farm Adoption. In this e-book, you’ll find the data that supports our conclusions, and you’ll also find how your ag business can gain on-farm adoption.

IN10T Adoption Insights

Our data showed that farmers are being very strategic about trialing new products on their farm.

IN10T helps our clients convert farmer insights into actionable outcomes. Because once you have insight into what impacts farmers’ buying decisions, your ag business can utilize these insights to develop the right products and build a strategy with long-term success.

We welcome businesses to contact us to learn more about how we connect with farmers, because it’s our passion and foundational to our business.

IN10T is committed to continuing to ask and listen to farmers–it’s a win for the farmer, and it’s a win for ag businesses.

Would you like access to the full Unlocking On-Farm Adoption E-Book? Click below!

Unlocking On-Farm Adoption E-Book