Better together: How UX and MR teamed up to win at ag tech product development

How do user research and market research work together to inform the development of technology for agriculture? In our experience in ag tech, we have seen companies blunder, primarily in their assumptions about farmers and “the culture of agriculture.” We dive deep into the different phases of product development, showing where user research and market research can increase confidence and reduce risk in bringing new products to market.

Key takeaways:

  1. User and Market research being used to drive tech product decision.
  2. Experience researching a B2B audience on technical topics.
  3. Applying methodological phases to product development.

Methodologies Presentation by Supplier Technology


More sessions

See all sessions

AI and the new researcher hierarchy of needs

The AI revolution isn’t coming; it’s already here. And if you’re a researcher that hasn’t experimented with AI tools, you’re already behind. It’s a business truth that organizations are trying to [...]


Breaking the mold: How blending methodologies will ignite your growth in 2023

In a world obsessed with big data and algorithms, we’ve sacrificed the human context. Research professionals have fallen into a pattern of accepting the social norms of our trade and [...]


We need to talk about Sydney!

We need to talk about Sydney. AI is changing the game in our industry and beyond. And it’s happening right now. Think about it. How many times have you wished for [...]