Growth Points: Thick data: First understand the grower
Thick data may be a good term to describe the value of your precision ag offering at the local level versus the “big data” that may be available to them from afar. Thick data is the comprehensive, boots-on-the-ground knowledge of the farmer’s operation that allows you to customize your services around their unique needs and aspirations.
What kinds of things might constitute “thick data” when it comes to knowing growers? You may already think you know the answer for each of your growers, but more time spent asking them questions could validate that sense, or prove it wrong.
Is lowering cost really the farmer’s most important driver? Or is it the desire to squeeze every possible bushel out of every possible zone in every possible field? Conservation of soil, water, fuel or time is the most important aspect of each crop season for some growers and they are willing to sacrifice some profitability for these less obvious objectives. For others, environmental stewardship that avoids any possible risk of increased scrutiny is key.
In any case, zooming in for a close-up understanding of the thick data—and keeping your eye on the ball of grower-defined success—is likely to make your own business more sustainable as well.
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