The universal truths of ag (and research!): Relationships and uncertainty are the name of the game

Room 1 | 2:15 pm - 2:45 pm | Wednesday, July 19, 2023

What do the ag industry and market research have in common? They are both relationship-based industries full of uncertainty. But user research and market research can work together to inform the development of technology for agriculture and remove some of that uncertainty. 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 causing disruption with 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.