Example of Survey Response


Below, we get a respondent who was willing to answer some questions. Lola tells us her family raises corn and that she lives within our desired distribution region (Ancash). She isn’t sure of the exact amount of corn her family produces, but we know she raises it on around 2 hectares of land. Lola’s husband helps make buying decisions at the farm supply store, where she usually gets her farm products. She likes the idea of pesticide, but not the cost- especially because it often doesn’t work. She also doesn’t care for how eco-friendly the product is, she just wants it to work. Notice that this survey is useful even though the product manager wasn’t able to get all the responses needed. That’s okay- some answers are better than no answers.


Name: Lola

Age: 25

Occupation: Raises corn and sheep

Town/Location: Caraz, Ancash Region, Peru


BENEFIT:

  • How much (product) do you sell?
  • How much (product) do you hope to sell next year?
  • What are your biggest farming challenges with pesticide?
    • Expensive, doesn’t always work, not sure what to buy
  • What do you do when faced with these challenges?
    • Don’t buy pesticide, buy a little and try to make it work

ROLE:

  • What is your typical day?
  • How is your job measured?
  • What skills do you need?
  • What tools do you use?
  • Who is the primary manager of the corn farm?
  • Who works on the corn farm each day?

BEHAVIOR:

  • Where do you shop for farming supplies?
    • Farm supply store or local market
  • How often do you shop for farming supplies?
    • Almost never; husband goes to store for farm supplies
  • Does anyone help you make shopping decisions? If so, who?
    • Yes, husband

Value:

  • What makes a good pesticide?
    • Sometimes, but doesn’t like the cost
  • What makes a good pesticide?
    • It has to work and be inexpensive
  • Is it better for a pesticide to be eco-friendly and sometimes work, or not be eco-friendly and always work?
    • More important to work