By Leonardo Gottems, reporter for AgroPages
Spark Strategic Intelligence conducted the largest survey on the habits of using agrochemicals made in Brazil. In 2018 alone, there were more than 39,000 interviews - with fully digitized collections - made to survey the country's 14 main crops in no less than 300 "field routes", covering 1.5 million kilometers.
"Only numbers and information do not meet the needs of a constantly evolving market. Analysis must be deepened in day-to-day markets. Spark has a fresh look at information. The company considers it fundamental to work, anchored in insights that point out opportunities and risks for its customers and partners," said agronomist engineer André Dias, managing partner of Spark.
The flagship of the research is the BIP (Business Intelligence Panel), which is hired by companies that supply agrochemicals and seeds to define their strategic and tactical marketing. Through direct interviews with farmers on their farms, a "Market Scoreboard" is generated that measures what is consumed of inputs through products that are actually applied in each crop studied and not what is simply purchased.
This type of survey is different from sales estimates that are disclosed by associations or unions, which are based on the billing numbers reported by the supplier companies. Spark's BIP covers the inputs actually used by producers, as well as factors that led to the choice of a particular brand, the purchasing profile and all the management of pesticides and seeds carried out on the properties.
Spark has mapped the main influencers and regional advisers on rural producer purchasing decisions (by culture and region), and checked the services provided to farmers, the profile of the farmer using technical advice, the farmer's loyalty to the technical consultants and companies (manufacturers + distributors).
The survey also pointed out the events in which Brazilian farmers participate, their main sources of information, their assessments of the "marketing" of the companies in the sector and the perception of products and trademarks by farmers who use consultancies.
It also carried out the mapping of the management carried out with defensives in Brazil, be it herbicides, fungicides, acaricides, insecticides or seeds, among others. On the other hand, the main pests, diseases and weeds in the harvest are pointed out and their influence over the movement of different categories of agrochemicals. The dosage of each product used per application, the number of applications, the place of purchase of each product, the decision time, purchase and payment, the biological targets of each product and the biotechnologies adopted are also verified.
In just over five years of the market, Spark has completed more than 160 special studies and 300 quotas of panel studies linked to the Brazilian agribusiness. The professionals of the company have applied more than 130 thousand interviews and have traveled around 4.5 million kilometers in the national territory. Spark is the only Brazilian market research company that is part of ESOMAR's worldwide corporate network in Brazil, and only 23 companies are part of the entity.
"We are a source for making smart decisions that bring success to our customers' businesses. Spark's growth and consolidation comes from the union of a team of agricultural experts to a group of investors. This partnership has brought financial and management support to the company to serve the agribusiness with excellence," concluded Dias.