indian rural panel –uncovering the farmer’s mindset video site...indian rural panel –...
Post on 16-Aug-2020
1 Views
Preview:
TRANSCRIPT
1
IndianRuralPanel– UncoveringtheFarmer’sMindset
By
ExclusiveIndianResearchpartnerwithIRIS
Date:23rd September,2017IndianRuralPanel– UncoveringFarmer’sMindset_777_520
2
Overviewof Indianagricultureandneedforhavingafarmerpanel
CurrentpanelscenarioinIndiaandQ&Q’sengagement
Understandingmammoth taskof thepanel- depthandwidthofthepanel
Detailedmethodology – PanelSetupandUniqueFeatures
CurrentStatusofPanel
Challengesfaced
FutureandScopeofthepanel
Content
IndianRuralPanel– UncoveringFarmer’sMindset_777_520
3
OverviewofIndianagricultureandneedforhavingafarmerpanel
IndianRuralPanel– UncoveringFarmer’sMindset_777_520
4IndianRuralPanel– UncoveringFarmer’sMindset_777_520
IndianAgriculture– AnOverview
127 Agro-climaticzonesinIndia– basedonnaturalresources,majorcrops,farmingsystems,productionconstraintsandsocio-economicconditions
43%LandShare
underAgriculture
17%SectorShare
toGDP
38%ExportShare
Includingagricultureandrelatedgoods
70%PopulationLivelihoodDependentonagriculture
andalliedactivities
58%Workforce
Employedinagricultureandalliedactivities
DiversityinIndian
Agriculture
3AgricultureSeasons– Kharif – JunetoNovember,Rabi – DecembertoMarchandZaid – ApriltoJune
4 CategoriesofCropsGrown– Foodcrops(Cereals,pulses),CashCrops(Sugarcane,Oilseeds,Cotton,Jute,Tobacco),Plantationcrops(Tea,Coffee,Coconut,Rubber)andHorticulturalcrops(Fruits,Vegetables,FlowersandSpices)
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 5
NeedofFarmerPanelandQ&Q’sEngagement
CurrentlyNopanelinIndiawhichencompassesentiregeographyandallcropsgrowninthecountry!!!!!● Diversity in Indian agriculture (type of crops grown,
land holding pattern, socio-economic conditions of the Indian
farmer) makes it difficult for the Agri Input companies to
ascertain size of the industry.
● Regular requirement of market information by
Agri-input companies about the products, brands sold and how
farmers use their products.
● One time Adhoc studies are not able to provide correct
picture of Volumes of agri input consumed and market
share of brands
Indian Agriculture Industry – Home to top International Agri Input Companies including Seeds, fertilizers and Pesticides.
India is the 4th largest producer of Crop Protection Chemicals after US, Japan and China.
CAGR for Indian agro chemical industry is at 11%.
NEED FOR A DEDICATED FARMER PANEL
WHY Q&Q??Q&Q has been engaged in Agriculture based MR since 2004.
Client base includes major agri input companies both national and multinational.
Only MR firm in India with large pool of agri qualified professionals.
An Indian company with in depth knowledge of complex Indian farmingscenario.
Have presence across the length and width of the country along withlanguage proficiency inmajor Indian languages.
6
UnderstandingMammothTaskofthePanel
IndianRuralPanel– UncoveringFarmer’sMindset_777_520
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 7
Client’sExpectationfromPanel
BUSINESSOBJECTIVES
• In-depth understanding of the market – crop pattern
including crop shifts, agri input usage and reasons
thereof.
• Competition Brand Tracking
• Understanding market share (by volume and value) of the
pesticide brands consumed in the area.
• Timing the promotional campaigns for various products
in the portfolio.
• Understand the issues with regards to resistance
development against pesticides.
• Identifying incorrect usage of the pesticides
Q&Q contacted by one of the India’sbiggest Agriculture input producingcompany for setting up the farmer panelacross South India as a pilot whichcontributes to 36% pesticide usage in thecountry.
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 8
WidthandDepthofPanelinPilotStage
FarmerPanelspreadacross –
5 states
80 Territories
62Districts
6400 farmers
4 physicalvisits toeachfarmeralongwith8-10telecalls,dependingoncrop duration
35qualifiercrops (Kharif crops– i.e.cropsthataresowedandharvestedinKharif –JunetoNov)
1 cropseason(Kharif)
SampleCoverage:
State NumberofTerritories
Farmersempaneled/Territory
TotalSample
AP 31 80 2480Karnataka 20 80 1600Telangana 15 80 1200Tamilnadu 13 80 1040Kerala 1 80 80Total 80 6400
ManpowerInvolved(OPERATIONSTEAM):OperationsteamheadedbyoneProjectOperationsIn-charge
StateNo.of
Interviewers
No.ofSupervisors
StateOperationsManager
OperationsTeam/State
AP 31 6 1 38Karnataka 20 4 1 25Telangana 15 3 1 19Tamilnadu 13
3 1 18Kerala 1Total 80 16 4 100
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 9
MethodologyofSettingupPanel
Identifyingterritory
boundaries
RecruitmentofOperationsteam
members
DesigningResearchtoolsand
Software
Trainingoftheteam
RecruitmentofPanel
Territories based on client’smarketing structure
Few combinations –1 territory = 1 district1 territory = >1 district1 Territory = ½ or 1/3rddistrict
Each territory mapped onphysical map of state andboundaries drawn
1 investigator recruited perterritory
Each investigator have 80farmers inhis panel
A total of 11 QNRs designedto capture entire croppingseasonDiary for farmer to write hisdaily farming practice
3 level trainings organized–1. Training of research team +
Operations head2. Training of State Operations
Manager + Supervisors3. Training of investigators
First two trainings organized atHO (MUMBAI) – Training byProject in-charge
Recruitment startedimmediately after trainingalong withDiary placement
Farmers recruited based oncriteria set by client
10-15% buffer recruitedover and above sample of80/territory
Investigators recruited fromcurrent team + freshrecruitments
For 5 investigators, 1supervisor assigned
Investigator - 3 years ofexperience in Agri MRSupervisor – 4 yrsexperience
Software designing –• Development of tablet
based APP• Development of online
web basedportal
Procurement of Tablets/SIMS and APP download
Dry run of APP for testing
Investigator trainings organizedfor a batch of 15-20 investigatoreach across 5 locations –• AP – 2 locations• KAR / TEL / TN – 1 location
eachTraining by State Operationsmanager
Not more than 2-3 farmersrecruited per village
Before final recruitment,back checks by supervisorto ensure right recruitment
Initial back checks done byresearch team
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 10
CalendarofEvents
JUNE
• TeamTraining• RecruitmentofFarmers
• RecruitmentofFarmers
• 1st datacollectionvisit
• Followupcalltoempaneledfarmer
• 2nd DataCollection visit
• Followupcalls• Collectionofsecondary datafromgovernment
• Prelimreporttoclient
• 3rd DataCollection visit
• Followupcalls
• FinalDatacollectionvisit
• Dataanalysisandreporting
JULY AUG- SEP OCT- NOV DEC NOV- JANAPR-MAY
Preparatoryphase• DevelopmentofQuestionnaires,software• Chalking outterritoriesboundaries• Recruitmentofteam• LogisticsPlanning
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 11
UniquenessofPanelbyQ&Q
Farmersmaintainingdiary– notingdownfarmingoperation/activitycarriedoutbyhimbydateforallcropsgrown-Noinformationloss
Notcropspecific,coversallthecropsgrownbythefarmerforcommercialpurpose.Eachfarmerinourpanelhas2-3cropsonanaverage.
Empaneledfarmervisitedatleast4timesintheentireseasonandnotattheendofseason
Multipletelecallsforhealthcheck– reducingdropouts
FirstfarmerpanelinIndiatousetechnology(Tablets+webportal)tocollectinformation
Twotimesreportingtoclient– aidingthemtodecideonmarketingplanforoncomingcropstage
LargestfarmerpanelinIndiaconstituting21000farmersacross20statesand160districts
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 12
1 FarmerDairy(placedwiththefarmer,tonotedowndaytodayfarmingactivities)
2 BrandCodeBooks(giventoinvestigatortolocatebrandnamesandenterbycodeinthetabs)
QuickGlancethroughSoftwareUsed
3 Tabletsusedforthestudy
13
QuickGlancethroughSoftwareUsed
Completedetailsofallthefarmersatonego- Listofalltherecruitedfarmersaswellasterminatedfarmerscanbeviewedatonegoineachoftheterritory
4
ToensuregreateraccuracyandprecisiontheentirepaneldataisbeingmanagedonaSoftwaredesignedspecificallyforthepanel.
IndianRuralPanel– UncoveringFarmer’sMindset_777_520
Tracking of details captured from eachrespondent- Software keeps a track of numberquestionnaires canvassed to each of therespondent and number of questionnairespending; thereby ensuring that no information ismissed from any of the farmer
5
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 14
QuickGlancethroughSoftwareUsed
ViewingoftheQNRnear LIVE– AssoonasthedataIssubmitted,alltheQNRsareviewableforscrutinyandbackcheck.Researchersareabletocheckdatawithin24hoursofcollection
6
EDITINGOFQNR–OncetheQNRissubmittedourqualityteamisabletoviewthedataandgetitbackchecked.Ifthereisanydiscrepancyinthedata,itcanbeeditedonthesoftwareimmediately
7
15
8 RealtimeGeo-taggingoftheInvestigators- Helpsintrackingtheinvestigatorsinthefieldthroughtabs,thusensuringtheauthenticityofthedatacollected
FeaturesofSoftware
IndianRuralPanel– UncoveringFarmer’sMindset_777_520
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 16
9 RealtimeGeo-taggingoftherecruitedFarmers- Helpsintrackingthegeographicalspreadoftherecruitedfarmersineachterritory
FeaturesofSoftware
RecruitmentofFarmersinGunturTerritory RecruitmentofFarmersinMaduraiRuralTerritory
17
ReportingofData
IndianRuralPanel– UncoveringFarmer’sMindset_777_520
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 18
DataVisualizationTool
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 19
1. Enterthequery
2.Analyzedtablesofthequery-canswitchtypeofoutputneededi.e.%,average,countsetc.
3.Outputofthetablesinformofgraphs(editablegraphs)
QueryBasedSoftware
20
ChallengesFaced
IndianRuralPanel– UncoveringFarmer’sMindset_777_520
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 21
KeyChallenges
Finding an ideal software partner – it was difficult task for us to find a software partner, who would understand thenuisance of market research along with agriculture/ or having worked in rural India.
Software development – Ensuring all the eventualities are taken care of as in case anything is missed and the app hasto be re-installed in the tablet – investigator will not be able to do so in field (given limited internet connection in ruralIndia)
Recruitment of investigators having knowledge of local dialects – Within the state, there are several dialects of thelanguage spoken by farmer with different accents – hence investigator had to be from the area who can understandthese dialects.
Collection of information for all the crops grown by farmer - On an avg. each farmer is growing 2-3 crops and eachcrop has a different cropping calendar. Keeping a track on what is happening to each crop at a given point of time is amammoth task. Thus ensuring farmer’s engagement for a period of 6 months for all the crops that he grows is achallenge.
Ensuring regular Diary filling by farmer, for each crop, which means farmers could have 4 crops, and he would need tofill in dairies for each of 4 crops separately. This a mammoth task for any respondent, and incentive cannot be the solemotivator.
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 22
Training of the team - Multiple trainings had to be planned at multiple locations and at different interval of time.Minimum 2 trainings conducted with a set of investigator – one before the start of the study and second mid termtraining.
Getting data from government sources – this is a very difficult task, since not all data is recorded in a disciplinedmanner. Further government sources are not willing to share this data very easily. Government websites could havedata which is as old as 2-3 years.
KeyChallenges
23
FutureScopeofPanel
IndianRuralPanel– UncoveringFarmer’sMindset_777_520
IndianRuralPanel– UncoveringFarmer’sMindset_777_520 24
FutureScopeofPanel
4 South IndianStates80 Territories6750farmers
Kharif2017
Rabi2017-18
Kharif2018
Yr.2019-20
ExtensionofPilotsampleforKharif toRabiseason
4 SouthIndianStates80 Territories6750 farmers
LaunchofFullPanel21 States
250 Territories2100 farmers
Paneltocontinueforminimum3years.
High possibility of –• Panel going international• Panel becoming SYNDICATED in
nature with multiple MNC’sand domestic companies inIndia showing active interest.
top related