KG2 AgScan®
AgScan® is KG2’s portfolio of syndicated tracking studies, running for over two decades and delivering independent research across the full breadth of Australian agriculture.
From input use and machinery purchasing to carbon farming adoption and rural media behaviour, AgScan® gives agribusinesses, governments, research organisations, and industry bodies evidence built on measured behaviour rather than assumption.
AgScan® records what growers actually did, and are planning to do. Each wave captures the products applied, the rate per hectare, the timing, the method, the cost, and the conditions those decisions were made in, by farm type and by region.
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.
Each wave records, at the level of the individual operation: the products and active ingredients applied, application rate per hectare, application timing and method, expenditure per unit, area treated by crop, and the soil, rainfall, and rotation context those decisions were made in.
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 on-farm practice tracking for crop inputs across Australian agriculture.
Records the products and active ingredients applied, application rate per hectare, total volume applied, application timing, application method, and expenditure per unit, alongside product choice, purchase influences, and brand preference across fertilisers, herbicides, insecticides, and fungicides.
Also captures the conditions those decisions were made in: soil texture and pH, salinity class, rainfall zone, irrigation, and rotation practice. Herbicide waves additionally record resistance history and the actions taken in response.
Reported by crop and by region, wave on wave. Used by input manufacturers, distributors, research organisations, and industry bodies across broadacre and horticulture.
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 CATI (Computer Assisted Telephone Interviewing) across 80+ farm types and all agricultural regions.
Growers are asked what they did in the season just completed, so findings record behaviour including intentions. Sample sizes are stated on every study. Findings reflect real Australian farming operations, 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.
At what geographic level is AgScan® reported?
AgScan® collects farm location at postcode and reports at SA3 level, aggregated to state, industry region, or agro-ecological zone on request.
How does KG2 protect respondent privacy?
Responses are de-identified at the point of collection, before they reach KG2’s analytical team. Personal information is collected only for fieldwork quality control and does not enter analytical or modelling datasets. Findings are anonymised and reported at SA3 level or coarser, with minimum cell sizes applied.
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