Insight and Beyond
Human Centered Design for Agriculture
Empathy and Farmer Identity
Our latest whitepaper is now available
![](https://images.squarespace-cdn.com/content/v1/5eaacd09c6a71a3b2ddfdf85/1601395457365-P8UG3ASE1NE7C7ENOWOS/centric-engine-header-3.jpg)
UnConventional Wisdom
Explore the latest blogs, podcasts and videos
Illumination.
Organizations are more likely to fail because they focus on the wrong problem. Our practices recognize the need to identify root causes throughout the engagement. We begin with a situation review and Root Cause Assessment (RCA), ensuring an efficient and powerful research stage.
Inspiration.
Great things happen when we design for someone, not everyone. Great experiences are created when their design is based on empathy and the motivations that drive decision making. This people first approach allows us to create a radical view of customers and provides a catalyst for innovative thinking.
Ideation.
With a grasp of the right problem and a fresh perspective on customers, we utilize our activations tools to work together, creating a plan of action that is technically feasible, viable for the business, and desirable to customers.
about us
Human-Centered Design for Agriculture
At CentricEngine we are fascinated by how a person’s sense of self affects the decisions they make and the brands they choose. We draw upon anthropology, psychology, and behavioral economics as well as our broad experience in agricultural practices and thousands of conversations with farmers to go beyond insight.
We would love to be the engine that drives your human-centered approach to solving problems and creating opportunities in the agricultural marketplace. To learn how, contact us at maurice.allin@centricengine.com or bob@wilbur-sp.com
Consulting Research Design
![](https://images.squarespace-cdn.com/content/v1/5eaacd09c6a71a3b2ddfdf85/1590167820488-66AQN8TIPGBOYS4Z0P4M/centricengine_whoweare.png)
Explorations
Featured content
services
Engage us to…
Explore
Examine situations from multiple perspectives and generate new ideas using human centered design.
Challenge
Challenge existing beliefs and overcome the status quo, opening the door to new possibilities.
identify
Shine a light on root causes of problems to ensure the right issue is being pursued at the right level.
investigate
Use both familiar and novel tools and techniques to verify and validate the evidence.
imagine
Collaborate and stimulate to create fresh ideas that will elevate to a new level of creativity.
Energize
Use engaging stories to provide the inspiration and motivation that are the catalysts to innovation.
Empathy & Farmer Identity
The business of agriculture is in disruption. Innovations in information technology, analytics, biotechnology, and materials are colliding with social change, demographics, and global trends to create a landscape that is almost unrecognizable compared to even recent past. Our farmer customers are changing as well. Today’s marketing challenges and opportunities are different, and require not just novel solutions, but insightful processes to arrive at them.
Empathy and Farmer Identity reveals how designing for farmers as people first, farmers second, can create opportunities for innovation and solve difficult problems - dealing with the unique situation that Agri-marketing finds itself in - fast changing and complex.
Insights into the experiences of women farmers and how those experiences affect their decisions on the farm