A clear understanding of your target audience is the cornerstone of an effective agri-food PR and marketing strategy. We delve into the motivations, perceptions and behaviours that drive decision-making that gives our clients across the food, farming and environmental sectors, the intel to develop marketing campaigns that resonate.
Whether you’re informing a national strategy, testing creative messaging or seeking to segment audiences for tailored engagement, our insight work delivers evidence that is both meaningful and actionable.
Qualitative insight with purpose
We specialise in agri-food focus groups, structured interviews, stakeholder roundtables and exploratory one-to-one discussions. Our sessions are designed to open-up an honest dialogue and we’re attuned to working with more technical or specialist audiences.
From farm businesses to food industry professionals to environmental organisations, our qualitative research is grounded in real-world experience and shaped to your objectives.
Audiences we engage include farmers and landowners; supply chain professionals; environmental organisations; vets, agronomists and rural professionals and other influencers.
Whether exploring perceptions around regenerative farming, attitudes to food sustainability, or the narrative cut-through of your campaign, we tailor our approach accordingly.
Turning insight into strategy
We believe insight should empower as well as inform. We don’t just share findings; we make them meaningful and actionable, with clear strategic direction.
Deliverables range from audience segmentation and profiling through to message testing and tone-of-voice evaluation. We’ll also review the stakeholder landscape and come up with communications recommendations. In addition, we offer creative stimulus testing with a range of audiences. This ensures the insight gleaned is embedded into planning, creative development and the engagement strategy.
Trusted expertise in agri-food and environment
Our focus on agri-food focus groups is underpinned by our sector knowledge. We understand the nuances of talking to different demographics of farmers versus food processors and professional NGOs and why we need to flex our approach accordingly.
This sector-specific familiarity means we can design credible prompts, interpret industry nuance, and deliver insight that is genuinely useful — not just interesting.
Blending qualitative insight with data
Where appropriate, we complement qualitative research with supporting data — from digital analytics to media sentiment tracking — to validate findings and create a 360-degree view of audience attitudes.
This mixed-method approach supports message development and testing; how to approach a behaviour change campaign; or to inform a stakeholder engagement strategy.
Insight that delivers impact
When campaigns are built on evidence, they land with more resonance and impact. Whether your goal is to shift perceptions, influence stakeholders or refine your communications strategy, our insight work lays a strong foundation.
Speak to us about how agri-food focus groups and audience research can support your communications objectives and strengthen your connection with the people who matter most.
