Five Faces of Australian agriculture®
Psychographic profiles that sharpen your research, campaigns and strategy
Understanding Australian farmers is not just about what they grow or how many hectares they farm. It is about how they think, what they value, and how they feel about the future of their business. KG2’s Five Faces of Australian Agriculture® goes beyond demographics to segment farmers by attitude, mindset, and life stage, giving agribusinesses, marketers, and researchers a richer, more accurate picture of the people they are trying to reach.
What is the Five Faces Framework?
The Five Faces® is a psychographic segmentation model built specifically for the Australian agricultural market. Applied as an overlay to KG2’s nationwide farmer database and research studies, it allows clients to cross-reference attitudinal and demographic data to understand not just who their audience is, but how they are likely to think, decide, and respond.
The framework is used across market research, campaign planning, message development, media targeting, and product positioning. Whether you are launching a new input product, designing a government engagement program, or trying to understand why adoption rates vary across regions, the Five Faces® gives you the interpretive layer that raw data alone cannot provide.
How the Five Faces® are Derived
The Five Faces® framework is built from large-scale quantitative research conducted across KG2’s verified nationwide farmer database, drawing on thousands of farmer respondents across 80+ farm types. Farmers are segmented using cluster analysis across four key dimensions: attitudinal indicators (confidence, optimism, risk appetite), demographic and life-cycle stage, business scale and enterprise type, and agribusiness behaviour and purchasing patterns. The result is five statistically robust, consistently trackable farmer profiles that can be applied as an overlay to any KG2 research study or marketing campaign.
Meet the Five Faces of Australian Agriculture®
Business minded
“…you’re right, you have to work at it but farming is a real business today!”
Commercially driven and growth-oriented, this farmer approaches their operation with an entrepreneurial mindset. They are early adopters of technology, actively seek market intelligence, and respond well to ROI-led messaging.
Questioning involvement
“Staying in this business is damn tough!”
Under financial or operational pressure, this farmer is weighing their options. They are receptive to solutions that reduce cost, complexity, or risk, and are an important audience for finance, succession planning, and support services.
Confident, established
“This land has served my family and I pretty well”
A seasoned operator with a strong sense of identity and pride in their farming heritage. They value trusted relationships, proven products, and long-term partnerships over short-term promotions.
Preparing to leave
“There has to be more to life than farming?”
At or approaching a transition point, this farmer is thinking about exit, succession, or downsizing. They are a key audience for succession planning, land sales, financial services, and natural capital conversations.
Committed – but doing it tough
“It’s a battle but I am going to win!”
Resilient and determined despite ongoing challenges, this farmer is committed to staying in agriculture. They respond to messages that acknowledge their reality while offering practical, tangible support.
Frequently asked questions
What is the Five Faces of Australian Agriculture®?
It is KG2’s proprietary psychographic segmentation framework, dividing Australian farmers into five attitudinal profiles based on large-scale quantitative research. It is designed to add depth and interpretive context to research findings and marketing targeting.
How is the Five Faces® segmentation derived?
The five profiles are developed through cluster analysis of thousands of farmer respondents across KG2’s verified national database, measuring attitudes, life-cycle stage, demographics, and agribusiness behaviours. The framework is updated regularly to ensure it reflects the current mindset of Australian farmers.
How can my business use the Five Faces® framework?
The Five Faces® can be applied across a wide range of research and marketing applications. In market research, it adds an attitudinal dimension to quantitative survey findings, helping clients understand why farmers behave differently within the same category or region. In campaign planning, it enables message and creative development tailored to the mindset of each segment rather than a one-size-fits-all approach. In media targeting, it can be used to weight digital and direct marketing activity toward the segments most receptive to a specific product or message.
Is the Five Faces® available as a standalone product?
The Five Faces® is available via syndicated access as part of KG2’s AgScan® research portfolio, or as a customised overlay applied to bespoke research and campaign programs. Speak to our team to find out how the framework can be integrated into your next project.
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