Gaining Insight into Users of Agricultural Equipment

Situation

As it planned for its next generation of products, an agricultural equipment company sought to better understand product feedback from its core users.

Engagement

To ensure a holistic view of user needs, we developed a multi-method approach. First we created an online community in which the target audience of farmers could share their current experiences and provide feedback on prototypes for future equipment. The same audience then completed a survey about equipment-related needs. Finally, we had them regroup in the online community so that we could more deeply explore their survey responses.

Results

Through this multifaceted approach using the same participants, we were able to thoroughly and efficiently understand their needs. This allowed the client to move more confidently through the development phase and quickly get its next-generation products to market.