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Agrimarketing : October 2008
2008 in 13 Corn Belt states, and in 14 other states in 2007, over 11,000 farmers were interviewed by tele- phone in 2008 and nearly 5,000 in 2007. In addition to farmer listening ratings for radio stations, consoli- dated, or undu- plicated, ratings are also provide for participating farm radio networks of stations. effective Customer Research system that’s based on dialogue. Beck Ag’s voice-to-voice approach allows ag marketers to better under- stand how and why their sales, mar- keting and PR efforts impact cus- tomers and prospects. This ultimately has led our clients to more effectively target the right prospects with the right message at the right time. Beck Ag’s Claussen Radio listening ratings can also be calculated by 13 different com- modities produced. AWeb version of the ratings software can be down- loaded by going to www.agmedia.com. In addition, the first and second waves of the 2008 National Producer Media-Use Wave Study have been released by the National Association of Farm Broadcasting. The third wave of this study, also conducted by AMR, was just completed. Each monthly wave consisted of 800 telephone interviews of produc- ers with more than $100,000 in Gross Farm Income. They were conducted during February, April and Septem- ber of 2008. With the increasing demand for rural lifestyle marketing and media information, AMR established RURIS Research. Previously, AMR had conducted several major rural lifestyle marketing and media research projects. For additional information or to request farmer radio listening ratings software, contact Ron Claussen, AMR, Inc., PO Box 1486, Sioux Falls, SD 57101. BECK AG Sacramento, CA by John Finegan President firstname.lastname@example.org The late Peter Drucker often noted, “Customer Research is far more important than market research — and more difficult”. Fortunately for Ag marketers, Beck Ag has simplified the Cus- tomer Research equation. Over the past 12 years we’ve created a unique, October 2008 ¦ AgriMarketing 53 Customer Research approach uses a combination of one-on-one phone conversa- tions (with Beck Ag TeleExperts), facilitated small group teleconfer- ences and Web-based focus group programs to create deep, credible, unfiltered dialogue to generate usable information and data. Beck Ag’s process is also able to eliminate the geographic limitations and self-selection created by most in- person focus groups. This approach allows us to gather both quantitative and qualitative information effi- ciently, which preserves more of our clients’ budget to drive adoption of their offering. Finegan IPSOS FORWARD RESEARCH Winnipeg, MB by Gary Bennewies President/COO Canada We formed Ipsos Forward Research earlier this year to provide the agri- cultural and animal health commu- nities with the largest toolbox avail- able of research techniques, capabili- ties, and resources. Ipsos Forward Research provides full-service quantitative and qualita- tive primary market research on pric- ing, segmentation, new product test- ing, advertising/communications, and positioning to name a few. We conduct a number of online studies and have developed custom-built online pro- ducer and veterinarian panels. Recently we’ve introduced some innovative online techniques in ad testing which provide unique mea- sures of advertisement engagement as well as mapping the respondent’s cognitive process through each ad. We also have some of the largest ag- based normatives for ad testing, nam- ing, and concept testing. These norms are important as they provide our clients with unique industry specific bench- marks to under- stand their research information. The goal is to help our clients be more resilient and profitable. By offering a larger toolbox and increased global capabilities than any of our competitors we can lever- age experience across Ipsos’ adver- tising, marketing, loyalty, media, and public affairs research specializations to offer leading-edge tools by our specialized teams. Bennewies (more on page 54)
November December 2008