Standing Out Amongst the Competitors
The Challenge
How to differentiate its corn and soybean seeds from its larger competitor.
The Methodology
Our patented and pioneered methodology, the Zaltman Metaphor Elicitation Technique (ZMET), allows us to go beyond the surface and illuminate the full complexity of the human mind. As the industry leader in behavioral science, we leveraged our ZMET technique to deeply understand the unconscious beliefs and behaviors that impact decision-making.
The Impact
The year following the “Born to Farm” campaign’s introduction, NK Seed sales increased 8%