The challenge
A leading global agricultural company wanted to launch a new product in the Chinese market. The challenge was to gain a deep, authentic understanding of Chinese rice growers, a hard-to-reach audience, to develop an effective go-to-market strategy. Traditional research methods were insufficient for this nuanced and complex audience, necessitating direct, on-the-ground engagement.
What we did
Our UK and China teams collaborated on a mixed-method research approach. We conducted in-person interviews on rice farms across five provinces in China. This immersive, face-to-face approach allowed us to uncover the growers' daily realities, behaviours, and unmet needs. The project also incorporated a concept test and pricing study to gauge the potential reception of the new product, ensuring the insights were not only rich but also highly practical.
The impact of the research
We delivered a detailed strategy covering the most effective pricing, communication, and messaging for the new product. This comprehensive understanding of the target audience enabled the client to successfully launch and position their product in a competitive market, leading to a positive reception and solidifying their market entry.
