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    Crop Protection and Seeds Background Information

    Farm Perspectives Study 2014 - Background information

      The BASF Farm Perspectives Study is designed to examine the gap between consumers’ opinions and perceptions on the one hand, and the realities faced by farmers on the other hand.

    World Map

      In 2011 BASF conducted the Farm Perspectives Study for the first time – showing strong agreement between farmers and consumers. The study was conducted in Germany, France, Spain, India, Brazil and the USA. In 2014 BASF has commissioned a second wave of a research study to investigate and monitor current perceptions and attitudes about agriculture among farmers and consumers in Germany, France, Spain, India, Brazil, the USA and China.  

      Methodology

      Farmers:

      • 300 farmer interviews were conducted in each country among a representative sample of farmers
      • In order to be able to directly compare results from the two waves of research, quotas were set in 2014 that replicated, as closely as reasonably possible, the profile of the farmers interviewed during the 2011 study (region, farm size, crops grown). 

      Interviews:

      • Lasted up to 20 minutes and were conducted by telephone in all countries with the exception of India and China where face-to-face interviews were conducted.
      • Were conducted with the person solely or jointly responsible for major decisions for the farm, such as investments and product purchases.
      • Were conducted anonymously. 

       

      Consumers:

      • 1000 consumer interviews were conducted in each country among a representative sample of the adult population.*
      • In order to be able to directly compare results from the two waves of research, quotas were set in 2014 that replicated, as closely as reasonably possible, the profile of the consumers interviewed during the 2011 study. 

      Interviews:

      • To provide continuity from the 2011 survey, the consumer interviews were conducted using an online panel in all countries.*
      • The consumer interviews lasted a maximum of 20 minutes
      • Were conducted anonymously. 

       

      Note:
      *In Brazil, China and India access to the internet is limited to approximately 50% or less of the population. As a consequence, in these countries, there is an unavoidable bias in the sample towards the better-educated, more affluent consumers living in urban areas with the necessary infrastructure.  



    Summary of Main Findings 2014

    Key Findings

    PDF (2.5 MB)

    Summary of Key Findings (Poster)

    PDF (1.2 MB)

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