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KYNETEC

(article reproduced from the February 2005 edition of Crop Protection Monthly)

Kynetec is a relatively new marketing research and consulting business that was established in 2002. The company specialises in agriculture, horticulture, animal heath and the food chain.  Its six owner-directors have an impressive mix of expertise and between them have more than 70 years of experience in traditional market research across all the major geographic regions, as well as building customised data management and software solutions. Some of the directors have previously held senior marketing and commercial roles in the crop protection, seed and biotech industries.

Kynetec now employs more than 25 market research and project specialists in China, Denmark, Germany, and the UK and also has representation in Brazil, Japan, SE Asia and the US. The company has an equity partnership with Doane Marketing Research, St Louis, Missouri, the leading supplier of continuous US farm-level research and customised ad hoc research for some 40 years. 

Working with the top crop protection companies

Kynetec also works in partnership with a network of in-country agencies and currently produces more than 100 qualitative and quantitative customised studies annually, of which 50% are multi-country. According to director Dr Antony Goulds, Kynetec is already working with many of the top animal health and crop protection companies. It is also building a growing portfolio of important clients from other agricultural sectors. The key ad hoc research services offered by the business include project design, management and delivery, preparation of topic guides and questionnaires, data processing and manipulation, construction of presentations, reports and databases, and scenario planning. Dr Goulds says that the company's key strengths are a good marketing understanding combined with excellent research and government contacts. With these, the business has developed a reputation for delivering meaningful findings to its clients together with appropriate recommendations.

Reliable panel-based research

“In today’s very competitive marketplace, successful crop protection companies do need access to reliable farmer panel-based research“, says Dr Goulds. Kynetec provides this service in China, Japan and the UK. With the acquisition of all of the business interests of Produce Studies Research in 2003, Kynetec uses its own research associates to quantify crop protection use in more than 65 countries worldwide.  Its annual study, Key Markets for Agrochemicals, is recognised as the most comprehensive analysis of the global crop protection industry. The programme provides a wide range of clients with a detailed insight on the use, including volume and value, of more than 800 active ingredients. 

Innovative software solutions

Consultancy and software development is another important aspect of Kynetec’s business. The company has brought together a team of five experienced data managers and software developers. As a result it can offer its clients a range of innovative software solutions that include data entry and input programmes, data management and project integration, data analysis and conversion as well as GIS (Geographic Information Systems) applications. Products can be delivered in a traditional manner or by using the web or intranet.

An interesting new Kynetec product is AgriScene. This is a comprehensive market analysis tool that captures public domain information relating to agriculture or animal health and presents it in a more accessible format using proprietary GIS-based software specifically designed for marketing and business specialists. Kynetec is especially proud of its ground-breaking proprietary i-map software. This is designed to meet the needs of marketing and commercial personnel and, according to Dr Goulds, combines the power of database analysis with a range of different presentation methods, including interactive geographic-mapping. With this software it is possible for users to harness market research information from any source to create an effective business management tool.

 Website design advisor: Jane Slade (RACC) 

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