Client: GEA Farm Technologies
Assignment: Measure awareness and comprehension of GEA brand as well as buying behavior of dairy producers.
Solution: PKA developed a two part research protocol—direct mail surveys sent to 2500 recipients and ethnographic qualitative research conducted online using web cams to capture video comments.
Results: The direct mail survey yielded slightly over 500 replies—a 20% response rate. That was 10 times more than we expected. The online survey provided detailed information on a wide number of topics across a broad range of herd sizes and geography. Full video interviews were downloaded and summarized in a Power Point presentation and full video interviews remain accessible online.