Psychographic profiles to enhance research insights 

KG2’s Five Faces of Australian Agriculture® segments Australian farmers into five ‘faces’ using attitudinal, demographic, life cycle and agribusiness metrics.

Meet the Five Faces of Australian Agriculture®

While new technologies, weather volatility and market dynamics all contribute to the ever-changing landscape of Australian agriculture, The Five Faces® enriches research data, analysis and insights to include the mindset, attitudes and confidence of farmers against this industry backdrop.

Number 1

Business Minded

“…you’re right, you have to work at it but farming is a real business today!”

Number 2

Questioning Involvement

“Staying in this business is damn tough!”

Number 3

Confident, established

“This land has served my family and I pretty well”

Number 4

Preparing to leave

“There has to be more to life than farming?”

Number 5

Committed – but doing it tough

“It’s a battle but I am going to win!”

More on segmentation

“Get in touch to learn more about The Five Faces® and how we can help you segment agricultural markets”

Contact Us


    Enquire Here

    We are always keen to hear about your Ag research needs. Just fill in the form below and we’ll get back to you asap.