| The agricultural industry continues to be the most important to the New Zealand economy and as such needs to have good quality market research to assist decision makers and manufacturers to support it.
Nielsen is the leader in providing quality market research not only to agricultural manufacturers but also the broader rural sector.
Nielsen has a long history of having specialist agricultural services - currently we are able to provide market information and solutions through:
- The long running Farm Market Index - a comprehensive and continuous tracking survey of NZ farmers.
- Individually designed ad-hoc studies designed to suit specific client needs.
Nielsen's customised quantitative and qualitative researchers support the rural services team to conduct ad-hoc surveys in areas such as:
- Reseller satisfaction surveys
- Brand awareness research
- Farmer readership
- Product development
- Advertising effectiveness studies.
These products and services are supported by a database of 60,000 New Zealand rural properties that allows our surveys to efficiently contact rural residents. This database allows us to contact appropriate properties based on required farm type and region quota.
Rural Sector Specialists
Nielsen's agricultural team is focused on supporting the entire rural sector. When you contact our Rural Sector team you speak with someone who has a broad knowledge of general rural issues with extensive experience across agriculture, agricultural research, the dairy industry and horticulture.
We have telephone interviewers who are experienced in interviewing farmers. They are trained to talk to farmers in their language.
Farm Market Index
Is it important for you to understand what products farmers are purchasing and their product usage behaviour? Do you need to know how your product is used? Where do most farmers buy your competitor's products?
Farm Market Index (FMI) provides information on market size, manufacturer share, brand share, outlet share and product usage.
FMI is New Zealand's largest and longest running farming survey. Approximately 900 farmers nationwide are interviewed by telephone bi-monthly. FMI focuses on animal health (includes bloat, anthelmintics, ecto-parasiticides and vaccines), agricultural chemicals, and fertiliser sectors. Dairy farmers also provide information on purchase of dairy detergents and teat care products.
FMI is based on a panel of farmers who are recruited to fit the required region by farm type quota. Some farms have been supplying information for over 20 years, and others are very new to the panel. On average panel members provide information for 5-10 years.
Farmers are asked brand, quantity, price and outlet information on their purchases. They are asked usage appropriate to the category about products that have been used. For example if they have used herbicides they are asked what land use and what problem has been treated. For animal health products - how many treatments within each animal type and class.
We also have demographic information covering region, farm size, farmer age, gross on-farm income and expenditure (in broad brackets).
There is also facility for companies and organisations to ask specific questions of the panelist's on an ad-hoc basis.
AgriScope 07
Nielsen | AgriScope 07 offers you a cost effective way of collecting information from a large number, and wide range, of New Zealand farmers.
What is AgriScope 07?
AgriScope is our annual omnibus survey of New Zealand farmers. As with all omnibus surveys a number of clients contribute their own confidential set of questions to form a larger questionnaire. The costs of conducting the survey are shared while the results remain strictly confidential to the individual clients.
Critical Dates
Today - call Bekh Khoussainov on 09 970 3610 OR Maree Luckman on 09 970 3659 with any queries
As soon as possible book your space in AgriScope 07
August 10th - bookings close
Key Benefits of AgriScope 07
- Value for money
- Sample size of 1000 – charges on PER question basis
- All key demographics included in reports at no extra cost
- Support
- Your Client Service contact at Nielsen Can Help you work out the wording for your questions
- Help interpreting the results if required
- Flexibility
- Ask as many or few questions as you wish
- You can ask questions on any topic –
- For example you might ask about brand awareness and about product usage and also ask about attitudes to environmental issues
- You can opt to speak to all farmers or select your specific sub-group or target market.
- e.g. Only South Island; only dairy farmers; only those with dogs; only people who have used your product.
- Quick results – Topline results within a week of interviewing finishing.
- All cross tabulations of your questions against the demographic variables.
- Reporting style to suit you
- You can choose between Standard tables, data delivered electronically, full written report with interpretation, personal presentation.
- Standard tables are included in the base cost per question
How does AgriScope 07 work?
- You contact us immediately to book a space.
- Email Bekh Khoussainov (or call 09 970 3610) OR Maree Luckman (or call 09 970 3659)
- Bookings close on 10th August 2007 or when the available space is full
- If AgriScope is over subscribed then a waiting list for a second rural omnibus will be started.
- You develop your questions, with help from the Nielsen team if you need.
- Final questions to be confirmed by 17th August 2007
- A quote for cost is given based on number of questions and reporting format required.
- See example questions below
- The survey is carried out by CATI from our Takapuna call centre.
- 1000 farmers are interviewed – a random sample from Nielsen’s Rural Database.
- Field dates 24th August to 14th September
- Results are reported as quoted for.
- Base cost includes cross tabulations
- Additionally you may request charts and graphs
- If you find you need extra assistance with interpretation or reporting over and above the original quote it can be provided as required at additional cost.
- A quota based on Farm type * Region ensures results representative of NZ farming
- Includes dairy, sheep, beef, mixed, others, cropping
- Includes farms >50ha with >50% of income from farm
- Excludes Horticulture and Lifestyle blocks
- A separate omnibus reaching them is planned for later in the year
- Quotas are established using the latest available Agricultural Statistics.
- Key demographics are collected as part of the survey
- Age
- Gender
- Farm size
- Farm type
- Region
- Final reporting will be completed by 5th October 2007.
What is CATI?
Computer Assisted Telephone Interviewing.
- Interviewers read the questions from a PC screen and respondents' answers are keyed directly into the computer.
- The CATI system automatically performs data quality checks and the computer programme controls the flow of the interview based on respondents' answers to the questions.
- Sample is randomly generated from ACNielsen’s rural database.
- We have interviewers specifically trained to interview farmers (see Nielsen|Farm Market Index).
Examples of some questions you could ask?
Application to Marketing Strategy |
Information Obtained |
Commonly asked Questions |
Product Purchase |
Incidence |
Do you use/purchase brandX (or Product-typeY)? |
Recency of purchase |
When was the last time you purchased brandX? |
Place of purchase |
Where did you buy brandX? |
Brand loyalty |
Will you recommend brandX to your relatives/friends? |
Source of information |
Where do you get information about brandX? How do you obtain product information? |
Service |
Who do you usually ask for advice when purchasing brandX? |
Price |
Expected price |
How much are you willing to pay for product-typeY (or brandX)? |
Price |
How much did you pay in the last purchase of product-typeY (or brandX)? |
Volume purchased |
How many/much did you buy? |
Competition |
Competitors |
Who are the other producer(s)/manufacturer(s) of product-typeY? |
Brand awareness |
What brand did you choose when purchasing product-typeY ? |
Selection criteria |
What criteria do you use when selecting a brand? |
Brand performance |
Why did you choose brandX over other brands?
Did brand X you’re your expectations? (How well did it prevent/cure the problem?) |
Promotion/Advertising Effectiveness |
Advertising effectiveness |
What was the key point of the advertising? |
Awareness |
Have you seen any ads for product-typeY? |
Usage and Attitude study |
Occasions for usage |
Under what circumstances would you purchase Product-typeY?
When do you use brandX? |
Frequency of use |
How often do you purchase brandX? |
Influences |
What factors influence/inhibit your use of Product-typeY? |
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