A strategy to engage thriving farmers

Abstract

How do you use segmentation data to increase engagement with thriving farmers? Given the complexity of the individual farmer needs and the context in which they farm this poses a significant challenge for DairyNZ. Having segmentation information provides some interesting insights into farmer’s preferences and attitude to change, however developing and implementing extension programs tailored to these segments is more difficult. This report aimed to gain a more in depth understanding of a specific segment (non-engaged thriving farmers) and to come up with recommendations about how DairyNZ can increase their face to face engagement.