Objective 1
Assess Farmer Perception and Loyalty
Evaluate farmer satisfaction, product experience, and loyalty toward the client’s seed products across key crops and regional markets.
CASE STUDY
Voice of Customer and Channel Partner Assessment for a Leading Agri-Input Company in India
Client
Confidential
Engagement Owner
Business Head
Geography
India
Client Context
Confidential
The client is a leading agri-input company with a strong presence across India’s seed market. To strengthen brand positioning, improve customer satisfaction, and enhance channel effectiveness, the client engaged Ken Research to conduct a large-scale Voice of Customer (VOC) study supported by a CATI-based channel partner assessment.
The engagement covered farmers, distributors, and retailers across key agricultural states to understand product usage, brand perception, satisfaction levels, loyalty drivers, and service expectations.
Engagement Value Pillars
Engagement Objectives
Strategy consulting objectives designed to provide actionable insights and sustainable competitive advantages
Objective 2
Identify Product and Service Experience Gaps
Capture unmet needs, usage challenges, and improvement opportunities at the ground level to support product and service enhancement.
Objective 3
Evaluate Channel Partner Perception
Assess distributor and retailer perceptions of the client’s brand, service quality, support ecosystem, and engagement effectiveness.
Our Methodology
Consulting Approach & Initiatives
A systematic, research-driven approach designed to deliver actionable insights and sustainable outcomes
Step 1
A. Farmer Voice-of-Customer Research
Conducted face-to-face interviews with 2,000 farmers across 10 states to capture product usage, satisfaction levels, brand perception, and loyalty drivers.
Step 2
B. Channel Partner CATI Assessment
Executed CATI interviews with 200 distributors and retailers to evaluate brand perception, service experience, loyalty, and engagement with the client.
Step 3
C. Customer and Channel Experience Mapping
Built an end-to-end view of farmer and channel partner experience to identify actionable improvements across product performance, service delivery, and partner engagement.
Measurable Business Outcomes
Impact Delivered
01
85% Satisfaction Score Identified:
Assessed satisfaction across farmer and channel partner groups, revealing strong engagement and support from distributors and retailers.
Client Endorsement
Business Head, Agri-Input Company
4.5/5
4.5/5
— Director, Yash Highvoltage Insulators
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