NDA and DA Transactions

Working with leading buying groups Research Engine brings the industry a new source of market data and new insights to challenge marketing assumptions.

Other industries have been working with EPOS and transactional data for many years relying an empirical real time data to better balance semantic and pragmatic marketing ideals.

Crop protection manufacturers and seed breeders that work with the new data source will develop new perspectives and new thinking on what is possible in agricultural marketing.

This is important because markets are mature: the industry has seen the era of innovation, the era of price. In the longer term the industry is facing a new future with new agtech innovations on the horizon. This means that that in  the immediate term the next battle for profits will be fought out by companies seeking to develop relationship and influencing user behaviour.

Welcome to the new world.

Reports and insights from the crop protection and seed markets, tracking all key crop protection product groups (herbicides, fungicides etc). Data is available from n=2500 customers (nda and da) across the main arable production areas: East Anglia, South (East/West) and East/West Midlands, plus representation from other regions of Great Britain.

The data source reflects the full spectrum of decision making: self advised farmers, independent advised farmers and farmer advised by distributer agronomists.

Reports are available through the season so you can keep up to date with how the market for your product or category is developing and can see in almost real time whether you are missing out or winning.

Transactional data is ideal for measuring changes in farmer behaviour over time. Under the relatively static reports from audit data, loyalty analysis reveals a chaotic world of product switching that is actually happening on farm.

There are 3 core loyalty factors evident and if your brand is positive in all three measures you have a strong growing brand, if your brand is negative in all three measures it is at best vulnerable or at worst already in decline.

1. Retention rate – the % of farmers that buy again. This is the rate at which the previous year delivers users to the next year
2. New user rate – the % of a years users that are new to the brand in the time window measured.
3. Loyalty volume/£ uplift rate – the extra product volume purchased because they trust the brand experience from the previous year. This is a significant finding because of the scale of the uplift. The willing to puy bettro 30 5 or 50% more volume are so frequent that they cannot be explained by changes in rotation or cropping area or agronomist or buying habits. The most likely explanation is that in any given situation there are two alternatives: a primary product and a secondary product to spread the risk. Whether the uplift experienced by a product is driven by preference or by planned rotation is at this stage unclear.

Reports are available at brand, sector (herbicides fungicides) or total corporate level.

Subscribers can access most NDA and DA data scenarios with some restrictions on accessing DA competitor data.

The only direct source of known users for 100’s of the top brands in agriculture. Use myUser for fieldwork when you want objective feedback. Now you can be sure that user research really does have pure user profiles rather than a mixture of users and non users because people make mistakes and misattribute usage experiences to the wrong brands.

Dont rely on traditional ways of finding users by random phone calls asking for usage history in order to recruit for surveys, this only serves to encourage the misattribution error described above.

• MyUser is 100% verified users
• MyUser can show you exactly how many users in the database and where they are.
• MyUser can invite your users directly to take part in feedback.
• MyUser is GDPR compliant.
• MyUser is available for web, telephone and in-depth research (e.g. online groups)

Discover what your users are doing, discover what your competitors are doing.

These simple off the shelf reports are available now to order – just another small step towards evidence based decision making without breaking the budget.

The reports are designed to give manufacturers a low cost entry point to experience this new data source. The reports relate to brands or actives and not to whole markets.

If you are looking to replicate these analyses for more brands and/or actives or require some element of customisation please contact us directly.

Browse through the details below or contact Mike@researchengine.org if you would like to speak to someone.