with Australia’s largest independent farmer database




The 5 Faces™ of Australian Agriculture

KG2 has undertaken the important step of segmenting the Australian agricultural industry into five psychographic segments.

The 5 faces™ of Australian Agriculture remains a relevant picture of the farming community and is used by KG2 to inform sample selections and marketing campaigns for clients. 

KG2 can provide segmentation for any agricultural market or for a client’s customer base to provide targeted research, engagement and market intelligence.

KG2 AgScan®


AgScan® refers to our portfolio of biannual, syndicated tracking studies, designed to provide you with independent research insights across a range of agricultural industries and markets.

AgScan® also allows for the addition of proprietary questions as a low risk approach for obtaining unique insights into various industry trends.

Contact us today for more information on eligibility requirements for AgScan®

Agricultural Chemicals & Inputs

Market sizing and tracking of input use in Australian agriculture, including farmer product choice, purchase influences and brand preference for:

  • Fertiliser
  • Herbicides
  • Pesticides
  • Insecticides
  • Fungicides
Agricultural Machinery

Market sizing and tracking for a range of products within the agricultural machinery market, including purchase influences, brand value perception and product feature preferences:

  • Tractors
  • Combine harvesters
  • Self-propelled agricultural machinery
Banking & Insurance

Tracking of farmer confidence, share of wallet, brand resonance and value perception.

Carbon Farming & Regenerative Agriculture

Gain insight into Australian farmer perception and use of regenerative agricultural techniques and carbon farming:

  • Sustainable agricultural practices
  • Carbon credits and sequestration
  • Barriers to adoption
  • Current uptake and willingness to invest
Agtech & Digital Farming

Gauge the relative use, perception and adoption rate of Agtech solutions and innovative technology in Australia:

  • Barriers to adoption
  • Connectivity
  • Unmet needs
  • Awareness and experience