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”
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