Case Study

European agriculture market assessment

Optimizing market vertical expansion through targeted cross-segment payment benchmarking and expert-led insights

Overview

GLG guided a transformation in vertical expansion strategy through targeted primary research, cross-segment persona sourcing, and rapid qualitative insights.

Why GLG

Broad Value Chain Perspective: By sourcing experts across the entire agricultural ecosystem, including large-scale farms, cooperatives, equipment suppliers, and distributors, GLG provided a complete view of the sector's financial infrastructure.

Targeted Persona Sourcing: GLG successfully identified and engaged hard-to-reach finance leaders and specialized payments decision-makers holding direct oversight over enterprise cash flows.

Actionable Flow Mapping: The findings directly enabled the client to map out complex payment flows and pinpoint structural inefficiencies within traditional agricultural banking.

Operational Agility: By rapidly executing 11 highly specialized qualitative interviews, GLG equipped the client with the immediate market intelligence needed to confidently assess an emerging business vertical.

CHALLENGE

A global payments company wanted to explore opportunities in global and emerging verticals, identifying the European agricultural space as a core area of interest. The client required insights from finance leaders to understand their financial needs and operational challenges with current solutions. Specifically, the project aimed to map payment flows within different segments of the agriculture industry, identify key players and emerging trends in the payment space, uncover the common pain points faced by financial decision-makers, and assess the impact of current events on their financial practices.

THE GLG APPROACH

GLG facilitated a qualitative benchmarking study by leveraging its industry-leading network of experts to deliver primary research insights. The engagement consisted of 11 in-depth, 60-minute interviews with GLG experts across Europe. The research targeted a precise persona: payments and finance decision-makers at agriculture and agriculture-adjacent industries. This included experts from large-scale farms, farming cooperatives, equipment and suppliers, distributors, and other relevant agricultural businesses.

OUTCOME

The client gained comprehensive insights into payment processes within various sectors of the European agricultural market, successfully highlighting main stakeholders and evolving trends across distinct segments including AgriTech, farmers, and exporters. Additionally, the project successfully uncovered common challenges experienced by decision-makers and evaluated how recent developments shape their operational decisions.

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