Challenge
SugaROx wanted to understand UK farmers’ awareness, perceptions and use of biostimulants, while also testing elements of the commercialisation plan for a wheat-focused product. The challenge was to assess both market readiness and barriers to adoption in a still-developing category.
Approach
We ran an online quantitative survey with over 200 UK farmers, recruited primarily through Five Bar Gate, to explore awareness, understanding, decision-making, pricing expectations and preferred routes to market. The methodology was designed to move beyond simple awareness measures and identify what would be needed to build confidence and adoption.
Outcome
The research showed a market with relatively high awareness but lower trust and understanding, making clear that education and independent validation would be critical to uptake. It also identified agronomists, local distributors and trusted relationship-based channels as the most credible routes to market.