A new era: How John Deere is harvesting deeper insights with conversational, mobile-first communities

John Deere is the world leader in agriculture, forestry and roadbuilding equipment. For almost 200 years, the company has produced technology-enabled products that help meet the world’s increasing need for food, shelter and infrastructure.

In 2023, John Deere saw an opportunity to re-imagine its approach to its long-standing global insight communities. The company recognized that farming has become an innovative, highly sophisticated pursuit. To keep up with its customers, John Deere’s research team needed to rethink traditional approaches which were out of sync with its customers’ behaviors and expectations.

With the idea of a modernizing its approach germinating, the John Deere team decided to partner with Reach3 Insights to migrate its three communities to Rival Technologies. Embracing a conversational, mobile-first approach called Community 2.0, the company has unlocked new research techniques, reduced the time to insights and built deeper connections with customers.

Key Takeaways:

1. Conversational research exercises seamlessly blend immersive quant, qual and video techniques which yield deeper, richer insights.
2. SMS notifications can be leveraged instead of e-mail to facilitate faster and more in-the-moment responses from your audiences.
3. Innovative mobile and video deliverables can help to better engage stakeholders and deepen their understanding of insights.