ICAN's Marketing & Technical Positioning Services

Strategic communications
ICAN plans and helps implement communications plans relating to new technologies for cropping industries. Current projects are being undertaken for the Grains Research and Development Corporation and Queensland's Department of Primary Industries.

Technical positioning
ICAN conducts numerous technical positioning studies, to define where new technologies fit and how this positioning may be improved or will impact current farming systems.

Tracking studies
How new technologies are used can be vastly different from intended. It is important to ensure new technologies are correctly positioned for maximum benefit for the end-user, with minimal servicing problems for the technology provider. Studies that track the field use of new technologies are an effective way of determining how, where and under what conditions your products or services are being used. Using a large network of agronomic consultants, we track the field performance of new technologies. Results can highlight key areas for further research and development or for communication.

Market audits
ICAN regularly conducts qualitative market audits to understand the motivations behind technology use in cropping industries.  Such understanding assists the ability to predict future change.  Recent projects include extensive research into the use of fungicides, the role of on-farm storage, cereal grain value chains, consultant view on future changes to their industries and businesses, herbicide resistance and its impact on farm management practices to name a few.

Contact us for further information