Background

Our client was looking to strengthen its value proposition for agricultural retailers and improve adoption and engagement on its platform. While several features and benefits were already in place, the client needed structured insights into how retailers perceived the brand, which value propositions resonated most, and what influenced satisfaction and continued usage.

Hureo was engaged to conduct a focused quantitative study to evaluate retailer perception and inform product and positioning decisions.

Research goals

The study was designed to:

  • Understand retailer perception of the brand
  • Evaluate which value propositions resonate most with retailers and why
  • Assess perception of the app experience among retailers
  • Identify retailer expectations, preferences and unmet needs

Methodology

  • Research type: quantitative survey
  • Sample size: 100 retailers
  • Geography: India, in Madhya Pradesh and Telangana
  • Audience: agricultural input retailers using or aware of the product
  • Approach: structured survey covering brand perception, feature evaluation, satisfaction drivers and expectations

Key insights

  • Brand perception: identified how retailers perceive the brand and its value in daily business operations.
  • Value proposition validation: determined which propositions resonate most, and the underlying preference drivers.
  • Feature-level insights: uncovered key features driving retailer satisfaction and adoption.
  • Retailer expectations: uncovered retailers' likes, dislikes and expectations, providing direction for improving the platform experience.
  • Actionable direction: enabled the client to refine positioning and enhance the retailer experience.

Business impact

  • Informed product and feature prioritization
  • Strengthened the value proposition for retailer adoption
  • Supported data-driven improvements to platform experience and positioning

Hureo's value

This study highlights Hureo's ability to:

  • Conduct targeted quantitative research in niche and regional markets
  • Translate retailer behaviour and perception into actionable insights
  • Support agri-tech platforms in improving adoption, engagement and positioning through evidence-based research