In the agricultural sector, purchasing decisions are influenced not only by rational evaluation but also by risk perception, tradition, and emotional positioning. This qualitative applied research project aimed to identify emotional farmer segments and their relationship with biological input suppliers.
An ethnographic “day in the life” methodology was implemented, accompanying farmers in their daily routines to observe real-world decision dynamics. The analysis enabled segmentation based on emotional drivers, risk attitude, and openness to technological adoption.
The findings supported the development of differentiated commercial and communication strategies, strengthening brand–producer relationships through a more strategic and relational approach.
