AGRI-INPUT & CROP ADVISORY

Seed & Crop Input Dealer Farmer Advisory & Brand Recommendation Survey

Map how seed and crop input dealers evaluate product portfolios, weigh agronomic fit, and choose brands to recommend to farmers, so you can sharpen positioning, fix channel conversion gaps, and benchmark recommendation share by input category.

Pan-India sample
Crop input dealers (Advisory & Recommendation Decision-Makers)
15-20 min
Talk to a Survey Consultant
Recommendation friction & drop-offsIdentify where dealers hesitate, switch brands, or withhold farmer recommendations.
Brand drivers & segment trade-offsRank the agronomic, margin, and trust signals that shift dealer preference.
TRUSTED BY LEADING BRANDS
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CONTEXT & RELEVANCE

Why run this survey now

Most seed and crop input dealers don't lose farmer loyalty purely on product price. They lose it due to misaligned variety recommendations, weak agronomic advisory, brand trust erosion, competitor field agent influence, and seasonal switching patterns, none of which fully show up in sales invoices or distributor offtake reports.

If you are...

  • Seed brand competing on variety pipeline

  • Agrochemical company reviewing dealer network

  • Crop input product planning lead

  • Territory sales or channel head

  • Agri-input GTM strategy team

You're likely facing...

  • Dealer advisory misaligned with brand positioning

  • Farmer switching at crop season start

  • Branded vs generic recommendation gap

  • Field agent influence: undocumented, unmeasured

  • Repeat purchase drop after first season

This will help answer...

  • Dealer brand recommendation drivers

  • Advisory-to-purchase conversion gaps

  • Farmer segment preference by crop

  • Price vs trust in brand choice

  • Switching triggers across seasons

RESEARCH THEMES

What This Survey Investigates

Eight interconnected research themes that map the complete dealer-farmer advisory journey from first crop input inquiry to repeat brand recommendation.

TENETS 01

Dealer Discovery & Reach

  • First point of crop input contact
  • Dealer catchment radius, crop season
TENETS 02

Advisory Depth & Quality

  • Crop-specific guidance at point of sale
  • Agronomic advice frequency, field visits
TENETS 03

Brand Recommendation Drivers

  • Dealer-pushed vs. farmer-pulled brands
  • Seed company margin influence, loyalty schemes
TENETS 04

Product Range & Availability

  • SKU depth across seed, fertiliser, crop protection
  • Stockout frequency, pre-season booking gaps
TENETS 05

Pricing & Credit Terms

  • Willingness to pay, variety price sensitivity
  • Seasonal credit cycles, input financing access
TENETS 06

Dealer Loyalty & Switching

  • Dealer retention triggers, exit reasons
  • Multi-dealer sourcing patterns by input type
TENETS 07

Digital & Channel Touchpoints

  • WhatsApp, agri-app, company helpline usage
  • Digital advisory adoption vs. in-person preference
TENETS 08

Brand Advocacy & Referral

  • Farmer-to-farmer brand word-of-mouth triggers
  • Demo plot influence, village opinion leader role
Request a scope validation call

SAMPLING STRATEGY

Tell us about your ideal sample

Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.

Sample size
How many respondents do you need?
Not Selected
Target audience
Who should we survey?
Not Selected
Region
Which regions should we cover?
Not Selected
Segments
How should we slice the data?
Not Selected
Discuss sample plan

METHODOLOGY

Survey approach

For the Seed & Crop Input Dealer Farmer Advisory & Brand Recommendation Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and verification across dealer and farmer segments.

PRIMARY
Online web surveySelf-administered survey shared via email / panels to capture structured responses at scale.
Best for
1
Ranking seed and crop input brand recommendations by dealers
2
Measuring farmer advisory frequency and channel preference
3
Comparing segments by crop type, region, and farm size
Deliverables
Brand recommendation ranking
Advisory channel matrix
Segment preference map
OPTIONAL
CATI (phone survey)Interviewer-led telephone interviews to reach owners who are harder to get online.
Best for
1
Rural dealers and farmers with low digital access
2
Quick coverage across dispersed agri-input clusters
Deliverables
Rural dealer coverage
Call-log diagnostics
SELECTIVE
Face-to-faceOn-ground surveys or interviews in key industrial clusters or high-value cohorts.
Best for
1
High-volume dealers stocking multiple competing input brands
2
Farmers in key crop belts requiring contextual verification
Deliverables
Dealer cluster insights
Farmer journey maps
OPTIONAL
FGDs
Deliverables
Themes and quotes
Concept feedback
OPTIONAL
Mixed surveysAny 4-mode combo Online + CATI + F2F + FGDs to maximise reach and representation. Mode-specific quotas and weighting for clean comparisons.
Deliverables
Unified dataset
Mode-adjusted analytics
Our Recommendation
Start with: Online web survey as the core quant layer, supported by CATI to capture rural dealers and low-digital farmers across dispersed agri-input geographies.
Consider adding: F2F interviews in high-volume dealer clusters and key crop belt districts, with a focused FGD layer to pressure-test advisory messaging and brand push triggers.
Confirm approach
Request timeline

EXECUTION PROCESS

How we execute

A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.

Define the decision frame

Confirm objectives, target cohorts, geographies, and reporting cuts

Step 01

Define the decision frame

Design the instrument

Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)

Step 02

Design the instrument

Lock the questionnaire

Review wording, sequencing, LOI, and competitive context; approve final version

Step 03

Lock the questionnaire

Pilot and calibrate

Test comprehension and ease quality; refine quotas and remove friction where needed

Step 04

Pilot and calibrate

Run fieldwork

Execute collection with active quota management and feasibility controls

Step 05

Run fieldwork

Assure quality

Dedupe, attention checks, speed/consistency rules, removals with audit trail

Step 06

Assure quality

Prepare the dataset

Clean data and deliver codebook/variable definitions

Step 07

Prepare the dataset

Analyse and synthesise

Driver ranking, leakage diagnostics, pricing bands, segment insights

Step 08

Analyse and synthesise

Deliver and align

Executive deck (optional dashboard) and leadership readout with recommendations

Step 09

Deliver and align

COMMERCIAL TERMS

Request a Commercial Proposal

Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.

Select Sample Size

100

Geography

  • India
  • APAC (Singapore, Vietnam, Philippines, Indonesia, Australia, NZ, Japan, Thailand)
  • Middle East (UAE, KSA, Qatar, Bahrain, Oman, Kuwait)
  • North America (US, Canada)
  • Europe
  • Africa (South Africa, Kenya, Nigeria, Egypt, Algeria)
  • LATAM (Brazil, Mexico)

Select Mode of Survey

  • Online
  • CATI
  • Online FGD (5 people per FGD)
  • F2F

Length of the Interview

  • Select
  • 0-15
  • 16-20
  • 21-30
  • 31-45
  • 46-60
  • Custom
Indicative Estimate
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$0.00

+ applicable taxes

Proposal turnaround typically 24–48 hours

Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.

REFERENCE CASELETS

Reference

Real-world examples of survey work in the seed and crop input advisory space.

CASELET 1

Retailer channel influence on crop protection brand switching (India)

CASELET 2

Seed brand advisory trust & messaging territory audit (North India)

Retailer channel influence on crop protection brand switching (India)

OBJECTIVE

A crop protection company needed to quantify how input retailers and agrodealer networks shape brand switching decisions among smallholder and progressive farmers across kharif-dominant districts in three states.

WHAT WE DID

Ran a structured quant survey across 480 farmers in Madhya Pradesh, Maharashtra, and Telangana, capturing retailer recommendation frequency, brand shortlist depth, price sensitivity thresholds, and trial-to-repeat conversion triggers at the point of seasonal purchase.

DELIVERED

A retailer influence map by crop type, a brand switching corridor showing price and trust thresholds, and a ranked channel lever list identifying which retailer behaviours most reliably convert first-time trialists into repeat buyers.
Talk to Survey Consultant
CASELET 1

Retailer channel influence on crop protection brand switching (India)

CASELET 2

Seed brand advisory trust & messaging territory audit (North India)

Retailer channel influence on crop protection brand switching (India)

OBJECTIVE

A crop protection company needed to quantify how input retailers and agrodealer networks shape brand switching decisions among smallholder and progressive farmers across kharif-dominant districts in three states.

WHAT WE DID

Ran a structured quant survey across 480 farmers in Madhya Pradesh, Maharashtra, and Telangana, capturing retailer recommendation frequency, brand shortlist depth, price sensitivity thresholds, and trial-to-repeat conversion triggers at the point of seasonal purchase.

DELIVERED

A retailer influence map by crop type, a brand switching corridor showing price and trust thresholds, and a ranked channel lever list identifying which retailer behaviours most reliably convert first-time trialists into repeat buyers.

FREQUENTLY ASKED QUESTIONS

Common Questions

Answers to frequently asked questions about this survey mandate.

What decisions will this survey enable?

Who is the buyer vs who are the respondents?

Can we see differences between small independent dealers, multi-brand retail chains and cooperative society outlets?

How will you measure dealer brand recommendation beyond simple ratings?

Will the survey map the full dealer advisory and farmer conversion journey and drop-offs?

Can this survey inform product and pricing strategy?

How will findings improve our dealer engagement and brand pull strategy?

Still have questions?

Schedule a discovery call to discuss your specific needs and get a custom quote.

Book a Discovery Call