Pork Nutrition Services Portfolio B2B Study

Objective

The study was designed to:

Approach

Using a targeted B2B web survey methodology aligned with our Executive Decision Insights framework, the research emphasized:

• Structured decision-journey mapping
• Provider-specific brand performance metrics
• Purchasing driver prioritization and trade-off evaluation
• Future-facing service expectations and touchpoint preferences

Methodology

Immersion & Kickoff:
Initial discovery was conducted with Cargill stakeholders to align on business hypotheses, define target customer segments, and scope the competitive field.

Survey Instrument Design:
The survey was structured into four sections:

1. Screening: Rigorous qualification logic to target only relevant decision-makers or influencers involved in pork/swine nutrition service purchasing.
2. Customer Decision Journey: Exploration of historical and current vendor consideration, repurchase behavior, and key touchpoints in provider selection.
3. Purchasing Criteria & Brand Evaluation: Allocation-based trade-off modeling (100-point split), Net Promoter Score (NPS), and comparative vendor rating.
4. Future Services & Preferences: Interest ranking in enhanced service offerings and expected frequency of face-to-face interaction post-COVID.

Sampling Framework

Key Measures & Analysis Techniques

• Touchpoint Influence Mapping: Ranking and frequency of sales/nutritionist engagement, peer referrals, and online/offline research methods
• Purchase Path Tracing: Consideration, purchase, and repurchase mapping across named brands
• Provider-Level Ratings: Satisfaction, NPS, and performance across custom KBCs and KPCs
• Trade-off Modeling: 100-point allocation of importance across value drivers like cost, product uniqueness, team knowledge, and company reputation
• Service Innovation Preferences: Ranked interest in new services including data-driven insights, early access to R&D, and expert-led consulting

Impact

The results yielded actionable strategic insights:

• Market Segmentation Clarity: Defined differentiation between pork producers, feed mills, and distributors in provider evaluation behavior
• Cargill/Provimi Benchmarking: Measured how the brand stacked up in repeat purchases, satisfaction, and perceived product value
• Decision Touchpoint Prioritization: Shift in influential channels pre- and post-COVID for sales, nutritionist, and digital engagements
• Opportunity Mapping: Identified whitespace in service innovation- especially performance management tools, packaging customization, and expert access

These insights informed targeted messaging strategies, refined account engagement models, and helped shape the evolution of Cargill/Provimi’s pork nutrition services portfolio for a post-pandemic market environment.