WILLOUGHBY, Ohio, and ST. LOUIS -- Working to provide the industry with updated information on trends in precision agriculture, the PrecisionAg Institute will partner with Doane Marketing Research Inc. on the most comprehensive precision ag adoption research in the industry to date.

"Doane Marketing Research will help us take our precision ag research efforts to the next level," says Paul Schrimpf, group editor of the CropLife Media Group and manager of The PrecisionAg Institute. "Their market expertise and research capabilities will be a valuable tool as the Institute works to deliver more comprehensive knowledge on precision agriculture to the industry."

The research, to be released in spring 2007, will include an in-depth evaluation of recent, present, and near-term precision ag adoption trends in the corn, wheat, soybean and cotton crop segments. The effort will include one-on-one interviews with growers, a quantitative mail and Internet survey on precision ag use, and focus groups with precision ag adopters and non-adopters.

The research will focus on uncovering similarities and differences in each crop segment, as well as understanding precision ag best practices, pitfalls to success, and objections and roadblocks to adoption.

According to Schrimpf, the goal of the Institute is to foster technology transfer, wider adoption and effective use of precision ag technology worldwide. The CropLife Media Group has taken steps toward this in their work with Purdue University with research efforts focused on dealer adoption.

Schrimpf says by partnering with DoaneMR, the Institute will be able to widen this focus to provide research on grower adoption across many different cropping patterns.

Doane Marketing Research has broken new ground as a leader in the design of studies to answer the complicated information needs of clients.

"Doane Marketing Research is very excited to begin this collaboration with Meister Media to provide this new source of information for the industry we all love and support," says Hylon Kaufmann, market development manager for Doane Marketing Research. "Producers of today's agricultural outputs are progressive, innovative, and committed to the future in an increasingly challenging environment. The Precision Ag Institute will provide more and more actionable insight for producers and those companies servicing and supporting their efforts."

SOURCE: PrecisionAg Institute news release via AgPR.