From rational to emotional bonds
Farmers have to produce under the unpredictable effects of the climate, a situation that positions them differently depending on their profile in terms of risk, technology, and level of education. Selling inputs that improve profitability while also safeguarding and caring for the soil and plants is a significant challenge.
The first step towards this was understanding the emotional profile of the different segments of growers and how they relate to agricultural input suppliers. A design was needed to create an efficient experience, with high value in the bond and with emotional differentiating elements.
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