Objective: Write a series of case studies for digital agency Cucumber about the great work they do for their clients – in this example, Bayer Crop Science.
Bayer Crop Science wanted an all-encompassing digital strategy to ensure tactical activities were part of a grand plan. To develop the strategy, Cucumber conducted context research to identify industry trends, competitor activity and the needs of farmer groups. Five customer personas emerged during this process. Exploring these personas allowed Cucumber to identify key digital needs, which were validated by Bayer’s sales team.