Understanding your customer


Commercializing a new product or entering a market requires an understanding of customer needs and potential demand. This section has resources for private sector partners looking for tools that they can use to collect and evaluate markets so that they can more effectively reach their smallholder farmer customers.

Segmenting, Targeting, and Positioning (STP) Tool

This tool is one of the most widely used strategic methods in modern marketing. Its emphasis on consumers’ needs is useful in creating personalized messaging when launching a product into a new market. Use the STP tool to learn about your customers and create a targeted product promotion strategy.


Knowing your Smallholder Customer

This resource is designed to provide practical and actionable guidance to businesses about addressing challenges that often arise when introducing and selling agricultural products and services in smallholder markets. It assists businesses to understand markets, build your value proposition, and meet customers direst needs.

Who and Where is your Customer

Market assessments support the business bottom line for developing successful products and services for smallholder markets. Use this step-by-step guide to conduct smallholder market assessments.


Market Survey Questionnaires

Use these documents as a guide to create your own market survey. Market surveys help companies understand the market for their individual products or services, including consumers’ needs and preferences. There are two different market survey questionnaires:

  1. Agrodealer Market Survey Questionnaire

  2. Farmer Market Survey Questionnaire

Marketing to Women

This guide explains why it is important to target women farmers. It contains survey summaries of agtech companies and women smallholder farmers, tools to profile women customers to better tailor your market outreach, ways to evaluate your competitive position in the market, and more.

Additional Resources