A fast-growing AgTech company came to Nexus while preparing to expand its farm management platform across new regions. Their product– a tool designed to help large and mid-sized farms track inputs, manage yields, and forecast harvests had shown success in pilot markets. But before investing further in product updates and sales outreach, they wanted to understand how farmers actually used the platform in real life and what features really mattered on the ground.
While adoption looked strong on paper, the client admitted they had very little direct insight from farm operators and managers. Most product feedback came through sales reps or distributors, making it hard to know what users truly thought or what was being left unsaid.
In certain target areas, the company suspected that users were struggling with onboarding, data entry, or mobile access but didn’t have the data to confirm this. Without knowing how real workflows looked, they couldn’t adjust the product to better fit farming realities.
We carefully identified and screened large-scale farmers, agronomists, and farm managers across the client’s key markets focusing on those with firsthand experience using the client’s product or similar platforms.
We ran focused conversations with each expert, using a simple, grounded discussion flow that explored daily routines, digital touchpoints, ease of use, and common tech frustrations. We made sure to adapt our language for clarity and practicality –no jargon.
We translated the feedback into plain-language insights that the product and marketing teams could act on. We flagged which features were going unused, what kind of support farmers actually wanted, and where the user experience broke down in low-connectivity areas.
The client quickly realized that some of their key features were too complex for everyday use and that farmers cared more about speed and simplicity than customization. Based on this, they simplified onboarding, created a “lite” mode for lower-tech users, and launched a training initiative focused on reseller partners. The client has since come back to Nexus to test feature rollouts in other regions and for ongoing feedback from the field.
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