Agriculture and Horticulture Development Board: Customer Insight Measure 2019-30

In 2019 the Agriculture and Horticulture Development Board (AHDB) commissioned us to undertake their Levy Payer Satisfaction Survey (LPSS), which we have done annually ever since, and as AHDB’s single supplier for levy payer satisfaction surveys of levy payers and stakeholders, this will continue through the next strategy period up to 2030. Now branded the Customer Insight Measure (CIM), the aim is to gather data on the service provided by AHDB and to understand the importance and impact of the different types of support offered, including views towards specific products, tools and services.  Key measures are also tracked year-on-year including value for money and satisfaction with AHDB. 

The quantitative stage involves c. 1,250 interviews completed over the telephone by experienced interviewing staff within our in-house Contact Centre. These typically take place in Autumn each year. Levy payers are interviewed about a single sector based on their main business enterprise, and quota targets on business size & country (and later a complex weighting matrix) ensures that the final dataset is representative of the sector and comparable to previous years. To provide more strategic direction, and to add a deeper level of insight into life on British farms, we also conduct a series of 40 follow-up qualitative depth interviews over the telephone. These interviews explore issues raised in the quantitative survey and seek to understand the reasons behind why levy payers perceive AHDB in a certain way. 

Findings from the survey and the depth interviews are combined into a report for AHDB and the project team deliver a debrief of key findings to the AHDB Board and all staff members each year. Within our reports and debriefs we provide recommendations on how AHDB could change or improve perceptions of the organisation and the brand.