Primary Market Research (PMR) is a survey done to collect site-specific information from potential customers or respondents in the field. The researcher asks specific questions in other to gather data to solve customer’s problem. Ours began with interviews (face-to-face) with some of our target audience who were mostly farmers. Our goal for this was to understand our prospects and customers rationally, emotionally, economically, socially, culturally so we could prepare a solution that is human-centered driven.
Truth be told, the PMR was insightful and knowledge-driven as the understanding towards our target market began to grow. Listed below were the10 PMR interview questions asked during the survey:
1. Are you presently facing difficulties in crop production?
2. Since you said Yes, what sort of difficulties are you presently facing?
3. How does the payment of fertilizers affects crop production?
4. Aside these, what other challenges are you facing in this regard?
5. Cattle invasion!!! What does that mean?
6. If you were to tackle this challenge, what will you do?
7. What about the use of farm machinery to boost crop production?
8. What has your farming experience been like?
9. What are the difficulties you face?
10. What challenges are affecting you as a farmer?
After evaluating the questions, we understood that there was a need in redefining our initial problem statement, which turned out to be stated as thus:
How best can we upscale crop production and farmers adoption through agricultural innovation?
After running the Primary Market Research Program, and digesting the insights and results therein, it is time my team and I moved to the next step, which is...
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