How we Helped Farmers Find Their Voices
Client Challenge
An equipment manufacturer wanted to understand why farmers in the Midwest choose certain brands — and, just as importantly, why they stay loyal. The challenge? Farmers are sun-up-to-sundown busy. Getting them to open up about their preferences, especially in a focus group or interview setting, felt like trying to plow a field with a broken tractor.
Our Approach
At Marketry, we’re pros at creating spaces where even the busiest and most reserved participants feel comfortable sharing their thoughts. We kicked off the project by designing custom discussion guides that spoke their language—cutting the fluff and diving straight into what mattered to them.
We paired these discussions with in-person visits and ride-alongs, giving us an up-close look at their day-to-day lives. Watching farmers in action (and sometimes literally riding shotgun) gave us insights that no survey could capture.
The real magic came when we connected the dots between their emotional and practical needs. It’s not just about equipment —it’s about trusting the tools that make their hard work possible.
The Outcome
We didn’t just hand over a report; we delivered a playbook for action. The client walked away with:
Clear Brand Differentiators
Insights into what keeps farmers loyal and what pushes them away, helping refine marketing and product design
Real-World Feedback
Firsthand accounts of what works (and doesn’t) in the field
Authentic Customer Stories
Video montages and stories straight from the farmers themselves, adding a personal touch to their strategy sessions
At Marketry, we don’t just dig for answers—we harvest insights that help our clients grow. And sometimes, we even get to ride a tractor.
