Understanding Future Herd Health Priorities Among Dairy Farmers in the USA
RONIN partnered with a global animal health leader to assess how dairy farm owners and managers in key U.S. states plan for future herd health protection. The study aimed to generate actionable insights from a targeted agricultural audience, applying quotas by herd size and geography to ensure robust, representative coverage.
- 5 States covered
- 250 Interviews
- 20-minute Interviews
Objectives
- Understand future plans for herd health protection among dairy farmers.
- Gather actionable insight from farm owners and managers across key dairy regions.
- Compare perspectives across different herd sizes.
- Deliver structured and open-ended feedback to support strategic decision-making.
Methodology
This was a quantitative study that used semi-structured interviews to combine structured data collection with richer, open-ended feedback. Each interview lasted approximately 20 minutes, and all interviewing, questionnaire hosting, and response analysis were managed by RONIN. Open-ended responses were analysed and summarised by RONIN research analysts to provide additional context alongside the quantitative findings.
Sample & Coverage
-
50
Interviews per state
-
3
Farm size quotas
-
100 / 100 / 50
Quota split by herd size
The study included five U.S. states: Wisconsin, New York, Pennsylvania, Minnesota, and Michigan. RONIN managed all sampling, applying strict quotas by herd size to ensure accurate representation.
- 20–99 cows: 100 interviews
- 100–499 cows: 100 interviews
- 500+ cows: 50 interviews
Challenge
Recruitment required precise targeting by herd size and location, supported by thorough desk research. Dairy farm owners and managers are a busy, hard-to-reach group, typically available only outside standard business hours.
How RONIN approached it
RONIN managed the project end-to-end, including questionnaire development, sample design, recruitment, interviewing, and data processing. Experienced interviewers, trained in semi-structured techniques, ensured quality and depth. Flexible fieldwork scheduling enabled the team to reach respondents at times suitable for farm operations.
Results
The study delivered a structured overview of future herd health priorities among dairy farmers in key U.S. markets. By combining quota-based sampling with semi-structured interviews, RONIN provided robust quantitative data and valuable contextual insights, supported by processed SPSS data files and coded open-ended responses for analysis and reporting.
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