Exploratory study of broiler farmers

A company specializing in the development of feed products, diets, and digital technologies for livestock farming commissioned MCG to conduct an exploratory study of potential and active customers.

The goal of the study was to examine the specifics of broiler farming culture among small and medium-sized farmers in Ukraine, as well as to assess the prospects of implementing a specialized assistant app.

To achieve this goal, focus group discussions were conducted with farmers who raise small batches of broilers.

Research objectives

1. Identify the underlying motivations of the target audience: triggers and barriers, pain points and fears, needs and desires.
2. Determine the rational and irrational factors of consumer and farming behavior.
3. Gather information on the lifestyle of farmers and their poultry care habits.
4. Explore the user experience (UX) of the client's app and identify the motives that will encourage farmers to use it.

Results

Based on the results of the work, an analytical report was prepared with findings and recommendations for developing an optimal PR strategy.

The exploratory study allowed the client to understand the prejudices and fears of the target audience that limit the product's distribution potential, identify unmet demand, and assess key growth drivers. With these insights, the client will be able to effectively formulate key messages and successfully position their product in the market.