Strategic Insights

Enabling a better future for medium – smallholding Indian farmers

Client: Confidential
Timeline: 5 weeks
Sample Size: 9
Locations: Villages in Maharashtra and Madhya Pradesh

The innovation team at a global management consultancy was working on a project focused on improving the future of small and medium-holding farmers in India and Vietnam. While their in-house researchers led work in Southeast Asia, they partnered with Anagram Research for a rapid, focused study on the needs and realities of Indian farmers.

The research was completed in just five weeks to align with the project’s fast-paced timeline and provide timely, actionable insights.

Participants were carefully selected by professional recruiters using a detailed screener, and each took part in 120-minute in-context, semi-structured sessions.
To keep conversations engaging and insightful, quick research activities were woven into the interviews.
Sessions were conducted in local languages with the support of a moderator and simultaneous translator. A lead researcher was present throughout to guide, observe, take notes, and probe where needed.

Fieldwork documentation included rough notes, audio, video, and photographs.
Insights were synthesized at two levels – Rapid synthesis for immediate takeaways, followed by detailed analysis using affinity diagramming.

Research in India provided our research partner with a grounded, human-centered understanding of Indian farmers – complementing findings from Vietnam and deepening their cross-market perspective.
By surfacing shared patterns and India-specific nuances, the study helped shape more contextually relevant solutions.
The research also uncovered opportunity areas and design principles that inspired new directions for innovation, ensuring that the client’s efforts were rooted in real-world needs and aspirations.