Understanding AgTech Users for Greater Impact
Challenge
PepsiCo wanted to better understand the challenges and opportunities in how internal field teams and growers in its potato supply chain interact with agricultural technologies. The goal was to ensure technology solutions aligned with how people work in the field and to inform strategy for the Global Agriculture Office.
Implementation
We led a human-centered research effort to understand the needs, behaviors, and constraints of users across regions. We designed a multi-method approach that included:
20 virtual interviews with key stakeholders across global teams.
18 virtual interviews with agronomists across regions.
Seven in-person farm visits in Oregon, Nevada, and northern Spain.
A global survey to better understand regional differences in technology use, pain points, and opportunities.
Five virtual, interactive co-creation workshops involving 32 participants from around the world.
We synthesized qualitative and quantitative insights into clear personas, user journeys, and prioritized opportunity areas that reflected both global patterns and regional differences.
Impact
Participants in the co-creation workshops mentioned they appreciated this type of interaction, which was new to them. The work resulted in actionable insights and recommendations that informed the Global Agriculture Office’s technology strategy and investment priorities. By grounding digital innovation in real user needs, the research helped create a stronger foundation for scalable, people-centered agricultural innovation.
What sets the Global Impact Collective apart is their human-centered methodology and collaborative execution model. Unlike traditional consultancies that operate in isolation, they invest significant time in understanding our business context, cultural nuances, and operational constraints. Their recommendations are not only strategically sound but practically implementable, consistently delivered on time and within budget.
- Rob Meyers, Vice President of Global Agriculture at PepsiCo
