Indian Rural Panel –Uncovering the Farmer’s Mindset Video Site...Indian Rural Panel – Uncovering Farmer’s Mindset_777_520 4 Indian Agriculture –An Overview 127 Agro-climatic

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IndianRuralPanel– UncoveringtheFarmer’sMindset

By

ExclusiveIndianResearchpartnerwithIRIS

Date:23rd September,2017IndianRuralPanel– UncoveringFarmer’sMindset_777_520

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Overviewof Indianagricultureandneedforhavingafarmerpanel

CurrentpanelscenarioinIndiaandQ&Q’sengagement

Understandingmammoth taskof thepanel- depthandwidthofthepanel

Detailedmethodology – PanelSetupandUniqueFeatures

CurrentStatusofPanel

Challengesfaced

FutureandScopeofthepanel

Content

IndianRuralPanel– UncoveringFarmer’sMindset_777_520

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OverviewofIndianagricultureandneedforhavingafarmerpanel


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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)

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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.

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UnderstandingMammothTaskofthePanel



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.


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


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


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


UniquenessofPanelbyQ&Q

Farmersmaintainingdiary– notingdownfarmingoperation/activitycarriedoutbyhimbydateforallcropsgrown-Noinformationloss

Notcropspecific,coversallthecropsgrownbythefarmerforcommercialpurpose.Eachfarmerinourpanelhas2-3cropsonanaverage.

Empaneledfarmervisitedatleast4timesintheentireseasonandnotattheendofseason

Multipletelecallsforhealthcheck– reducingdropouts

FirstfarmerpanelinIndiatousetechnology(Tablets+webportal)tocollectinformation

Twotimesreportingtoclient– aidingthemtodecideonmarketingplanforoncomingcropstage

LargestfarmerpanelinIndiaconstituting21000farmersacross20statesand160districts


1 FarmerDairy(placedwiththefarmer,tonotedowndaytodayfarmingactivities)

2 BrandCodeBooks(giventoinvestigatortolocatebrandnamesandenterbycodeinthetabs)

QuickGlancethroughSoftwareUsed

3 Tabletsusedforthestudy

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Completedetailsofallthefarmersatonego- Listofalltherecruitedfarmersaswellasterminatedfarmerscanbeviewedatonegoineachoftheterritory

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ToensuregreateraccuracyandprecisiontheentirepaneldataisbeingmanagedonaSoftwaredesignedspecificallyforthepanel.


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

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ViewingoftheQNRnear LIVE– AssoonasthedataIssubmitted,alltheQNRsareviewableforscrutinyandbackcheck.Researchersareabletocheckdatawithin24hoursofcollection

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EDITINGOFQNR–OncetheQNRissubmittedourqualityteamisabletoviewthedataandgetitbackchecked.Ifthereisanydiscrepancyinthedata,itcanbeeditedonthesoftwareimmediately

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8 RealtimeGeo-taggingoftheInvestigators- Helpsintrackingtheinvestigatorsinthefieldthroughtabs,thusensuringtheauthenticityofthedatacollected

FeaturesofSoftware



9 RealtimeGeo-taggingoftherecruitedFarmers- Helpsintrackingthegeographicalspreadoftherecruitedfarmersineachterritory

FeaturesofSoftware

RecruitmentofFarmersinGunturTerritory RecruitmentofFarmersinMaduraiRuralTerritory

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ReportingofData



DataVisualizationTool


1. Enterthequery

2.Analyzedtablesofthequery-canswitchtypeofoutputneededi.e.%,average,countsetc.

3.Outputofthetablesinformofgraphs(editablegraphs)

QueryBasedSoftware

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ChallengesFaced



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.


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

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FutureScopeofPanel



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.

Documents

Indian Rural Panel –Uncovering the Farmer’s Mindset Video Site...Indian Rural Panel – Uncovering Farmer’s Mindset_777_520 4 Indian Agriculture –An Overview 127 Agro-climatic