IIeX Amsterdam 2019 Podcast Series

Ep. 206 – IIeX Europe 2019 Conference Series – AJ Johnson – Kynetec

Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews AJ Johnson, Executive Director of Global Operations and Innovation Director at Kynetec.

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Welcome to the IIeX Europe conference series 2019. This is Jamin Brazil, host of the Happy Market Research Podcast and we have been recording live in Amsterdam. Stay tuned for interviews brought straight to you from the exhibitors and speakers at this year’s event. Enjoy.

So my guest today is AJ Johnson Kinetec or Kynetec, however you want to say it. What do you guys do?


We are the global leader in market research. That is specialize in agriculture and animal health.


I’m from the central valley of California which is one of the hotbeds for agriculture.


Indeed. A Lot of specialty crops?


A lot of specialty crops. That’s right. Probably the highest concentration of specialty crops in the U.S.


Tell me a little bit about how you guys do business?


The business really has two parts. One is a measurement. Where we literally track all of the product use across the world; including in California. Then we syndicate that and sell it as a subscription to all the major manufacturers who want to understand how their products are doing and how there changing in the market.


You’re kind of like Nielsen but for agriculture.


We are the agricultural Nielsen, but we also have another big part of the business which is custom. It’s the same as the consumer market research world, but we are doing pricing studies, customer studies. Basically talking to farmers and vets in the agriculture world, but solving the same problems that our clients have in the CPG world.


How long you guys been around?


We have been around for about 15 years. We’ve been growing over that time. We’ve went into JFK for a little while next to JFK two and a half years ago. We’ve been of a couple of acquisition since then. We’re all over the world right now.


Congratulations on your success.


Thank you!


Yes, so what do you think about IIeX?


I think IIeX this year is great! I think the topics on discussion have been diverse and pretty interesting. I’ve enjoyed a lot of the tracks, and also I think the exhibitions have been great as well. A lot of good things to see. Keep up to date with who’s doing what, and then of course the chance of network with people in the industry is always a great thing to do. Catch up with some old friends and meet some new ones.


You’re not exhibiting right?




Do you see this as a place to meet either vendors or is it more customers?


I think for us it’s more for vendors. It’s about being able to take some of the ideas and the technologies that have been in bounce the more mainstream market research and then seeing how they can be applied in our world so really that’s what I’m here to do. To meet some people see some things, and then take does ideas back and apply them in the agriculture and animal health world and take them back to the business and tell our people what they could be doing.


Do you have a stand out moment that was positive?


I think there have been a few great moments. I would say I really enjoyed hearing more about the behavioral side. Listening a little bit about System 3 which I guess is finding a new concept for me, but also I think on the development of our official intelligence. I think now we are seeing that being talked about in lots of different areas and is now become less conceptual and more what people are doing to not just generate data but also insights.


We’ve been talking about AI for what, three or five years now? Seems like a while but blockchain maybe in three to five years will understand how that’s going to get used. (Laughs.)


I’m just being less mention of it here then there was in the U.S. IIEX last year, but I think it would be interesting. See how blockchain develops over the next two years, and what market research will or won’t do with it.


Have you seen any use cases in your industry?


No, not yet. Just people talking about it. There’s a good concept there. Why would we not want blockchain to help to trust the privacies issues that we have in our industry, but I guess going from concept to reality will see if it flies.


It hasn’t been a real clear market case for how it works. It’s been more of a surrogate or euphemism for trust in security.


I think so and I think there’s been a lot of people who are interested perhaps trying to find the opportunity that may not quite be ready, but I’m keeping an open mind. I’ll keep listening and when it happens I’ll look and see if it can work in our world.


System 3?




I didn’t hear the talk.


System 3, obviously building on System 1 and System 2. I think is now I kind of realize that System 1 and System 2 in combination are the way to look at things, but System 3 is about the imagination about what people are inspired to and what people think they will do. If you don’t actually try to understand that part of it then just thinking about System 1 and System 2, you may not have all your bases covered. It was quite good and again think it makes since that, yes System 3 in a way is to find that the thing has its place and understanding human behavior.


Interesting. I’m going to do a lot of my research on that topic. That sounds fascinating and relevant. If they want to get in contact with you. How will they do that?


Yes. Just drop me an email it’s AJ.Johnson@kynetec.com and that’s K-Y-N-E-T-E-C.com


AJ it’s been a pleasure having you on the Happy Market Research Podcast. Thank you!


Thank you! Happy to be here.


Today’s episode is brought to you by Green Book. The Green Book directory helps you find marketing research suppliers, facilitates and consultants. Additionally, Green Book helps modern marketing researchers understand industry trends via the grit report and the IIeX global conference series. To find out more please visit Green Book online at green book.org.