Understanding AgTech Users for Greater Impact
Challenge
PepsiCo wanted to understand how growers in the potato supply chain (for Frito Lay brands) and internal teams interact with emerging agricultural technologies.
The objective was to understand the needs of users who have not traditionally been consulted in such research to ensure digital solutions aligned with their requirements, ultimately increasing adoption of new tools and enhancing productivity on a global scale.
These tools also supported the company’s global sustainability initiatives to ensure positive outcomes for its growers, their communities, and the planet.
Implementation
Understanding the Objectives Across Multiple Stakeholders.
The project involved developing a deep understanding of a complex, global stakeholder and user base. At PepsiCo, there are several global and regional field teams who work with a broad network of relationship managers, growers, and agronomists across North America, Latin America, the Middle East and Africa, and Asia-Pacific. We wanted to make sure we gathered a diverse set of perspectives across these teams, so we began by framing the challenge using a double diamond framework often used in design thinking (see diagram). This structure helped us navigate the problem by first casting a wide net to gather stakeholder insights, then narrowing our focus based on what we learned, before conducting further research to test those notions again, coming to a final convergence with actionable recommendations.
Use of Multiple Research Methods.
We designed a multi-method research strategy tailored to the complexity of the audience and the objectives of the project. This included:
Stakeholder Interviews: 20 virtual interviews with key stakeholders across multiple global and regional teams.
Grower Interviews: 18 virtual interviews with growers and agronomists across different global regions, with translation as needed. We found that interactive activities were helpful for people who were not fluent in English, and we facilitated these using Miro, a collaborative online whiteboard platform.
Farm Visits: Seven in-person farm visits with field observations in Oregon, Nevada, and northern Spain.
Survey: A global survey to validate qualitative themes. The survey gathered data on technology familiarity, tool use, pain points, and opportunities by region. There were 57 respondents across multiple regions: Latin America, Europe, Africa, Middle East, South Asia, Asia Pacific, and North America. These findings were analyzed in Excel, while open-ended responses were explored using word cloud software. The results were used to better understand regional differences and tailor the design of our approach to co-creation workshops.
Workshops: Five virtual, interactive co-creation workshops involving 32 participants from around the world. To ensure inclusivity, one session included Spanish-language prompts and allowed participants to contribute in Spanish, with translation support provided by a bilingual team member. Participants in the co-creation workshops mentioned they appreciated this type of interaction, which was new to them.
Each session included two parts: 1) Persona and User Journey Feedback: Participants reviewed user personas or journeys and provided input via virtual sticky notes, which informed the refinement of final personas and data journeys. 2) "How Might We" Brainstorming: Based on priorities identified in the survey for their region, participants engaged in idea generation to explore future opportunities.
Culturally Appropriate Considerations
Due to the global nature of this work, cultural considerations and nuanced in-language support were essential to success. Stakeholders in the United States often have a more collaborative approach, while those in other cultures might be used to a more hierarchical structure during discussions.
Some participants were not willing to communicate openly if their managers were present — something particularly striking in Asian cultures. Using a visual and interactive tool like Miro broke down these barriers while also making it easier to communicate when multiple languages were being spoken.
Further, the Global Impact Collective worked closely with translators to account for the nuances of language differences.
Data Analysis and Synthesis of Insights
The Global Impact Collective analyzed qualitative data using Miro to visually map complex, emerging themes and connections.
We analyzed quantitative survey data using Excel to identify patterns across regions and roles. These insights were synthesized into a cohesive narrative with an executive summary and detailed findings.
Key outputs included:
User personas representing common user archetypes.
A user journey map highlighting critical moments of friction and opportunity.
Profiles of growers and their farm operations.
Actionable insights prioritized by impact.
Impact
Our final deliverable was a comprehensive insights report with a set of strategic recommendations for both global and regional implementation. We facilitated collaborative working sessions with internal stakeholders to validate findings and brainstorm solutions.
This research informed the Global Agriculture Office’s strategy and change management process, enabling them to more effectively meet both user needs and their overall business objectives.
