• infographic
  • online survey
  • segmentation

Segmentation and value propositions for farmers’ digital transformation worldwide

We helped our client to understand their customers around the globe and prioritized new services for them.


To gather enough data to present a segmentation for each country. Farmers are often not digitalized and live in remote regions with no or slow internet access in some countries.


We used an online survey to have comparable data across countries and to integrate a MaxDiff method. In some countries, we brought the farmers to a central location to fill out the online survey onsite as they had no internet access in their homes.


We ended up with a solid database of several hundred completed interviews in 11 countries around the globe. This helped our client to understand their customers and see the differences between countries. It also enabled our client to plan their new services accordingly for each country and see what services were most important.

Know your customer

Many companies have a difficult time understanding the needs and expectations of who their users are, especially globally. Creating new products or services generates many questions, i.e.:

  • “What should we offer to get more customers?”
  • “Which new services would be successful?”
  • “Do I need different services in different countries?” etc.

To compare the answers to these questions globally, a standardized quantitative approach is the method of choice. We decided to use an online survey with a MaxDiff section for data collection. The client was so pleased with the first wave’s results that they immediately ordered another wave with four additional countries.

The Method: MaxDiff

MaxDiff (also known as “Best-Worst-Scaling”) is a method to measure distances between choices. This method helps to make decisions about new service development easier.

  • Users are given sets of five items at a time. They must select the most and least important item of the given choice.
  • This procedure is repeated several times per user. An algorithm makes sure that all possible combinations of items are shown equally.
  • The result is a list of features that does not only rank them, but also shows the relative “distance” to each other and hence shows how much more important an item is compared to the others.
  • A MaxDiff is also much easier and less cost intensive as a conjoint analysis.

No time to read 200 slides? Use infographics!

The study generated tons of valuable results; this resulted in a challenge to communicate the results to our client decision makers (both globally and in each local market) without producing a lengthy, hard-to-consume, 200-slide document.

To solve this challenge we designed infographics for each country. Our client hosted them on their intranet servers for every stakeholder to access. The infographics consisted of an overview of the main results which were needed to make decisions and get to know customers better.

“Infographics help to communicate results to decision makers without producing a lengthy, hard-to-consume, 200-slide document.”


Patrick Kusel

“Pat started working in the field of UX in 1998 at AOL during his study of pschology in Hamburg. For more than 13 years he worked “on the other side” and joined the “agency side” at Sir Valuse in 2011. Pat’s main focus at uintent is combining quantitative and qualitative research.”

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