A Fortune 500 global agriscience company and a leading hybrid seed player sought to better understand farmers in Karnataka and identify growth opportunities for its hybrid seed portfolio. The study aimed to develop comprehensive farmer personas, analyze hybrid seed adoption behavior, map the farmer buying journey, assess competitor perceptions, and evaluate the influence of key stakeholders such as dealers, peers, family members, and digital platforms. To achieve these objectives, the company engaged Nexdigm to conduct a field-led research study across key regions in Karnataka. The study focused on capturing farmer attitudes, identifying purchase drivers and adoption barriers, understanding stakeholder influence, and analyzing regional variations that shape seed selection, brand preference, and switching behavior.
Global Partner. Integrated Solutions.
