Ipsos Debuts Canadian Farmers' Panel

Ipsos has announced the launch of a new proprietary online panel of Canadian farmers. Producers' Perspectives - The Ipsos Canadian AgriForum currently has more than 1,500 members, with plans to grow to over 3,000 in the coming months.

Recruitment used a wide variety of approaches including reference to the firm's extensive database of Canadian agricultural producers which contains 163,500 unique records. The AgriForum is the second online panel initiative undertaken by the Ipsos Agribusiness, Food and Animal Health practice, which also runs a panel of over 1,700 veterinarians in North America.

The new panel represents all farm operation types found in Canada, says Ipsos, from those with a large base of producers such as Field Crop or Cattle operations to smaller groups such as horticulture/viticulture producers and the specialty livestock producers.

Chad Greenall, Senior Research Manager with the practice, says the information held on panellists allows for precise targeting: 'Along with knowing their main farm operation, we also gathered other demographic data such as which farm business activities they are the main decision maker for, specific crops and livestock they produce, and other relevant information. This allows us to conduct surveys that target a very specific portion of the producer population so as to fit the needs of clients in the agribusiness sector.'

The Forum uses Ipsos' proprietary Interactive Forum software, offering real-time, direct access to producers' insights and 'enabling and fostering a sense of community' and a high degree of engagement among panellists, adds Greenall.

In 2007, Ipsos generated 927.2 million euros ($1.27 billion U.S.) in total revenues, of which 31% came from its North American operations. Ipsos Agribusiness, Food and Animal Health, with offices in Winnipeg, Manitoba and Guelph, Ontario, Canada, works for Canadian, American and international organizations and corporations and is on the web at www.ipsos.ca/reid/agrifood , with panel-specific site at www.members.producersperspectives.ca.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.