Challenge
As part of a wider European project, Bayer Crop Science needed robust UK farmer insight on environmental concerns and the views shaping decision-making in the sector. The challenge was to ensure the UK perspective was grounded in real farmer experience and could sit credibly within a broader international study.
Approach
Working with Ipsos, we spoke to 200 UK farmers to explore their concerns, attitudes and influences. The research was designed to capture views on environmental issues as well as the wider context in which farmers are making decisions, including pressures, priorities and sector sentiment.
Outcome
The research informed Bayer’s UK strategy and contributed to the wider European and global understanding of farmer perspectives. It ensured that UK farmer voices were represented accurately and helped ground strategic planning in the realities of on-farm decision-making.