Research report: Fertiliser buying decisions & price comparison tool

This research was conducted as part of a Knowledge Transfer Partnership (KTP) to support the AF Group (AFG) with the digital transformation of their business, through the development of an intelligent decision support system that will enable AFG members to make better, evidence-based, buying decisions. Analysis of members' historical data for fertiliser, conducted during by the KTP Associate during the first six months of the KTP, identified: a) significant variation in the prices paid for different fertilisers at different times of the year, and b) significantly lower average prices paid for fertiliser purchased via the AFG office compared to fertiliser purchased direct from suppliers. This work informed the design of a digital price comparison tool, to be me made available to members via the MyAF portal. To support the development of the proposed tool, primary research was conducted with a small sample of AFG members in November/December, 2024.