KG2 AgScan®
AgScan® is KG2’s portfolio of biannual syndicated tracking studies, delivering independent research insights across the full breadth of Australian agriculture.
From input usage and machinery purchasing to carbon farming adoption and rural media behaviour, AgScan® gives agribusinesses, governments, and industry bodies the evidence they need to make confident, data-backed decisions.
What AgScan® Tells You
Each study is built on KG2’s verified nationwide farmer database, with findings updated biannually so you’re always working with current market intelligence not last year’s assumptions.
AgScan® tracks over 80 farm types across Australia.
Here’s a snapshot of what the data reveals: fertiliser brand switching rates are shifting, herbicide spend is trending upward in key broadacre regions, and technology adoption in precision agriculture has increased significantly year-on-year.
AgScan® Study Categories
Each study below is available as a syndicated purchase or subscription. Enquire about current availability and wave release dates.
AgScan® agricultural chemicals & fertilisers
(Available now Wave 1 & 2)
Market sizing and tracking of input use across Australian agriculture. Covers farmer product choice, purchase influences, and brand preference across fertilisers, herbicides, insecticides, and fungicides. Essential for input manufacturers, distributors, and marketers targeting the broadacre and horticulture sectors.
AgScan® carbon farming & regenerative agriculture
(Available now)
Tracks Australian farmer perceptions, current uptake, and willingness to invest in regenerative agriculture practices and carbon farming. Covers:
- Barriers to adoption
- Sustainable practice engagement
- Carbon credits and sequestration awareness
- Critical intelligence for carbon market participants and policy makers
AgScan® agricultural machinery
(Available now)
Market sizing and brand tracking for Australian farm machinery, including:
- Tractors
- Combine harvesters
- Self-propelled agricultural machinery
Ideal for machinery manufacturers, dealers, and finance providers assessing purchase cycles and competitive positioning.
AgScan® Technology & digital farming
(Available now)
Measures the adoption rate, awareness, and experience of technology solutions across Australian farms. Covers connectivity, barriers to adoption, and unmet needs. A must-have for agtech companies, telecommunications providers, and precision agriculture solution providers.
AgScan® Banking & insurance
(Available now)
Tracks farmer banking behaviour, share of wallet, brand resonance, and value perception across financial services products. Used by banks, insurers, and financial institutions to benchmark their standing and identify growth opportunities in the rural market.
AgScan® animal health & genetics
(Available now)
Market sizing and trend tracking across animal health, nutrition, genetics, supplements, and feed. Covers market dynamics, purchase influences, brand preferences, disease prevention practices, and farmer customer experience essential for livestock industry participants.
AgScan® grain storage & marketing
(Available now)
Longitudinal tracking of Australian grain storage practices, benchmarking national capacity, stockpiles, and risk management strategies. Covers storage type preferences, purchase influences, grain marketing approaches, and trade-off decision-making.
AgScan® water & irrigation
(Available now)
Tracks water use and irrigation technology trends across Australian agriculture. Covers technology adoption, regional water use patterns, planning processes, and brand preference valuable for water technology providers and policy agencies.
AgScan® Rural media
(Available now)
Measures rural connectivity and media consumption behaviour, including media channel preferences, social media use, device adoption, and internet connectivity. Key intelligence for media buyers, publishers, and digital marketers targeting the farming audience.
AgScan® Agricultural policy & rural development
(Available now)
Tracks farmer attitudes toward key policy and development initiatives affecting the Australian agricultural industry. Enables organisations to gauge message resonance, monitor attitude shifts, and guide strategic communications and advocacy.
Frequently asked questions
What is AgScan® and what does it cover?
AgScan® is KG2’s portfolio of biannual syndicated tracking studies covering the full breadth of Australian agriculture, including farm inputs, machinery, digital farming, carbon and regenerative agriculture, animal health, water and irrigation, grain storage, banking and insurance, rural media, and agricultural policy sentiment. Studies are updated twice yearly so insights remain current and actionable.
How is AgScan® data collected?
AgScan® is built on KG2’s verified nationwide farmer database, using structured survey methodologies, including CATI (Computer Assisted Telephone Interviewing), across 80+ farm types and regions. This ensures findings are representative of real Australian farming communities, not self-selected online panels.
Who uses AgScan® insights?
AgScan® is used by agribusinesses, input manufacturers, machinery companies, financial institutions, government agencies, environmental organisations, researchers, and industry bodies anyone who needs reliable, large-scale insight into farmer behaviour, market trends, and industry sentiment.
How does AgScan® ensure data quality and representativeness?
AgScan® relies on KG2’s verified, nationwide farmer database, combining regular surveys and tracking mechanisms to collect robust, representative data across many farm types and regions — ensuring insights reflect real-world Australian agriculture.
What outputs can clients expect from AgScan®?
Clients receive market-size estimates, brand and product preference analysis, trend tracking, adoption and usage data, regional breakdowns, and longitudinal comparisons across waves. Outputs are delivered as professional reports with clear data visualisations designed for internal strategy, marketing, and reporting use.
How do I access AgScan® data?
AgScan® studies are available via syndicated subscription giving you access to wave-by-wave updates as new data is released or as a one-off syndicated purchase for a specific wave or category. Custom add-on modules can also be developed to extend any study with questions specific to your brand or market. Pricing is based on study selection and access tier.
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