Market research by CLUTCH

CLUTCH market research: research that pays for itself

Every year, we ask your customers the questions that drive revenue, then turn the answers into clear calls on where to spend, who to reach and what to say.

Straight answers to the questions that drive revenue
A yearly trend that proves what's working
Your own live data to slice any way you like

This page is a real four-year CLUTCH study, brand removed. Every number is live. Slice it yourself, then picture it with your own customers.

Slice the live data Start a study

Live from the example study

Wave 2026

Producers under 45

49% haven't noticed the value delivered

All producers, 39%. Base n=110, margin ±9.3 points.

Slice this group

Latest wave. Every figure recomputes from the real respondent file.

4Years, one instrument

1,567Completed responses

±4.9%Margin every wave

+19Points gained on a key measure in four years

Why it's different

Most surveys end in a report. Ours end in a decision, and then we measure whether it worked.

Clear answers.

Every question is built around a decision you have to make: where to spend, who to reach, what to say.
In the example 85% of producers named one funding priority
Proof it's working.

The core questions stay the same every year, so you can see what moved and show your board why.
In the example +19 points in four years
Data you can slice.

You get the live data, not just a PDF. Pick any group and watch every year of results update.
Try it on 1,567 real responses

Behind all three is Art & Acumen: deep category knowledge in agriculture, building materials and construction. We go deep in a handful of industries rather than wide across many, because knowing the category is what tells you which number changes a decision.

Now see it in action

Here's one we run every year.

A real CLUTCH study for a producer organization: four years, 1,567 producers, brand removed. Every number below comes from the real data.

Quick question before the answers

What share of producers do you think haven't noticed the value their organization delivers?

Your guess 20%

The headline

The opportunity is reach, not critics

39% Have not noticed whether the organization brings them value

The loudest assumption in this category is that the problem is critics. It is not. Active detractors are 5%, roughly 1 in 20. A substantial group has simply not noticed the value the organization delivers, and they are not a hostile audience.

Decision it informsBudget aimed at winning arguments is aimed at 5% of the room. The other group is a reach and relevance gap, and a far cheaper one to close.

How producers rate the value delivered

Latest wave

Where the gap is

Younger producers are the least reached

49% Of producers under 45 haven't noticed the value

This isn't evenly spread, and it doesn't wander. The share who haven't noticed the value falls steadily with every age band, from 49% of producers under 45 to 30% of those 65 and over. That turns a finding into a targeting instruction: the people who haven't noticed are disproportionately the people who will still be farming in 20 years.

Decision it informsTreat this as a succession issue, not a communications one. The cohort least aware of you today is the cohort that will vote on your future.

Share who have not noticed any value, by age

Latest wave

Funding priorities

Market development is the clear funding priority

85% Would fund global market development

Offered a list of funding areas, producers picked market development more often than anything else, by a margin nothing else approaches. The question asks which areas they would fund, not how much to give each one.

Decision it informsAnchor the budget narrative where producer priority and perceived value already agree.

Where producers would put the money

Latest wave

Concerns

Input costs and market swings lead every other concern

77% Input costs, the top answer

Producers pick at most two answers, and the same two take almost every slot. Programs that protect margin are the most relevant story an organization can tell, and everything below taxes is noise by comparison.

Decision it informsLead with the margin story: market access, cost per unit and risk management.

What keeps producers up at night

Latest wave

What the client did with it

The findings go straight into the annual plan.

Each year, leadership uses the results to create and fund new programs and to choose which market development opportunities to pursue, backed by what their producers actually said.

New programs created and funded from the findings
Market development opportunities prioritized in the annual plan
Every wave shows what moved since last year

The instrument

Build a cohort and watch four years of tracking recompute

This is the study's real, de-identified respondent data, running in your browser. Filter it however you like. Every panel below the rail recalculates, including the four wave trendline, and the rail reports how much precision the cohort you just built can actually carry.

0responses, four waves combined

+/- 0%margin of error

0%support, all respondents

0annual waves loaded

Ask it a question

Pick a cohort. Watch four years of tracking move.

Large operations under 45. Producers who expect to be out within 10 years. Whoever you are actually trying to reach. Choose them and every chart below reshapes around that group, all four waves of it, right here on the page.

Takes a few seconds the first time.

0 responses in scope, all four waves

+/- 0% margin of error

0% support this cohort

n/a against all respondents

Start with a question

Wave

Operation scale

Within each wave. All 4 years.

Acres farmed

Exact bands. 2024 forward.

Producer age

Outlook

Livestock

Preview used

Those were one organization's producers. Yours would be your own.

That was your last filter change on the preview, and the reading you built is still on screen. It is drawn from 1,567 real responses across four annual waves. The full dataset — every cohort and every question — is something we build for your organization and hand over as direction you can act on.

What would help most

Walk me through it, 15 minutes Discuss a study for my organization

First name

Enter a first name.

Last name

Enter a last name.

Work email

Enter a valid work email so we can reply.

Organization

Enter your organization.

Job title optional

Phone optional

That doesn't look like a phone number.

Rather write it out first? Open the full form. Or keep reading: every finding on this page stays open, same numbers, and nothing metered.

Support by wave, all four annual waves

Solid line is your cohort. Dashed line is every respondent, so the gap between them is the cohort effect.

What keeps them up at night

Up to two selections, so shares exceed 100%.

Preferred channels

Up to three selections, so shares exceed 100%.

Value delivered

Filter to find who has not noticed you.

Technology adoption profile

Self-reported position on the adoption curve.

Source data is the real study, de-identified before it left the pipeline: every direct identifier and every free text answer removed, county coarsened away, and a minimum cell size of 10 enforced on the remaining cohort variables. Acreage is acres farmed in all four waves. The four exact bands are published from wave 02 forward because only 21 of wave 01's 376 respondents farm under 500 acres, so crossed with age those cells fall under the minimum of 10 and cannot be released. Cross wave cohorts use the within wave median split instead.

Every year is worth more than the last.

One survey is a snapshot. Four is a trendline you can act on. Press play and watch it build.

So whatThe first wave is a baseline. Every wave after it is worth more. It has more history to measure against.

Numbers that hold up in the boardroom.

Sized to your real population, reached by phone and web, asked the same way every year.

Dig deeper: our four rules, and a sample-size calculator

Define who counts, then go find them

We agree the population first, then use every list at our disposal to reach it: your member and payer files, licensed research panels, partner and association lists, and purchased frames where they help. Whatever it takes to put the survey in front of the producers you actually serve.

Match the method to the question

Quantitative when you need to size something and track it. Qualitative when you need to know why the number moved. Often both, with the interviews shaping the instrument and the instrument telling you who to go back and interview. Fielding is mixed mode, phone and web, so the sample isn't limited to whoever answers email.

Decide up front what gets tracked

Before the first wave goes out, we sit down with you and with whichever departments the answers will land on, and agree which questions are the permanent ones. Those are worded the same way every year so the trend stays honest. Around that core we add questions for whatever is live right now — a campaign, a policy fight, a new program — so each wave earns its keep in the current year as well as the long run. Where a tracked item genuinely has to change, the change is documented and the affected trend is flagged rather than quietly restated.

Report only what the base supports

Cohorts below n=30 are shown as directional or withheld. The explorer above enforces this in front of you rather than in a footnote.

So whatRigor is what lets you take a number into a room. Whether that room is your board, your staff, a funding partner or the members paying for it.

Size a study for your organization

Calculator

Who are you sizing for?

Producer population

Your own number if you have it. The picker above only fills in a starting estimate.

Confidence level

Margin of error: +/- 5%

381 completed responses
needed

Assumes a 50% response distribution, the most conservative case, with a finite population correction.
Confidence	Margin	Completes

Built for your customers.

The program adapts to any organization that answers to the people it serves. Everything on this page, run on your own customers, with every question and every group unlocked.

Get this for your organization

Baseline wave

Your first read, and the instrument you will run every year after. A representative survey sized to your population, questions built around your revenue decisions, your own live data explorer, and findings written as next steps for leadership.

Annual tracking

The same instrument each year, plus questions for whatever is live right now. Trend analysis on what moved, what did not and why, an explorer updated with every wave, versions for your board, staff and members, and new questions for campaigns, programs or policy.

Let's talk.

Tell us what you need to know. A person replies within two business days with what a study on your own customers would look like.

CLUTCH market research: research that pays for itself

Live from the example study

Clear answers.

Proof it's working.

Data you can slice.

Here's one we run every year.

What share of producers do you think haven't noticed the value their organization delivers?

The opportunity is reach, not critics

How producers rate the value delivered

Younger producers are the least reached

Share who have not noticed any value, by age

Market development is the clear funding priority

Where producers would put the money

Input costs and market swings lead every other concern

What keeps producers up at night

The findings go straight into the annual plan.

Build a cohort and watch four years of tracking recompute

Pick a cohort. Watch four years of tracking move.

Those were one organization's producers. Yours would be your own.

Thank you. That's with us.

Every year is worth more than the last.

Numbers that hold up in the boardroom.

Define who counts, then go find them

Match the method to the question

Decide up front what gets tracked

Report only what the base supports

Size a study for your organization

Built for your customers.

Baseline wave

Annual tracking

More ways to answer the questions that matter.

Message and concept testing

Interviews and focus groups

Audience segmentation

Custom studies

Let's talk.

Thank you. That's with us.

CLUTCH market research: research that pays for itself Your customers have the answers. Research that pays for itself. Proof, not opinions. This is what research should look like.

Live from the example study

Clear answers.

Proof it's working.

Data you can slice.

Here's one we run every year.

What share of producers do you think haven't noticed the value their organization delivers?

The opportunity is reach, not critics

How producers rate the value delivered

Younger producers are the least reached

Share who have not noticed any value, by age

Market development is the clear funding priority

Where producers would put the money

Input costs and market swings lead every other concern

What keeps producers up at night

The findings go straight into the annual plan.

Build a cohort and watch four years of tracking recompute

Pick a cohort. Watch four years of tracking move.

Those were one organization's producers. Yours would be your own.

Thank you. That's with us.

Every year is worth more than the last.

Numbers that hold up in the boardroom.

Define who counts, then go find them

Match the method to the question

Decide up front what gets tracked

Report only what the base supports

Size a study for your organization

Built for your customers.

Baseline wave

Annual tracking

More ways to answer the questions that matter.

Message and concept testing

Interviews and focus groups

Audience segmentation

Custom studies

Let's talk.

Thank you. That's with us.

CLUTCH market research: research that pays for itself