Weed Management Message Testing February 2013

2 Methodology Participants were interviewed via telephone with the following criteria: Audience:250+ acre soybean growers – 200 completes Quota:Split equally among the following regions: Region 1: Iowa, Illinois, Nebraska, Kansas (N=67) Region 2: Minnesota, North Dakota, South Dakota (N=70) Region 3: Arkansas, Mississippi, North Carolina (N=63) Sample:Supplied

3 Average Number of Soybean Acres

4 Total Planted Acreage

5 Perceived Most Problematic Area for Herbicide-Resistant Weeds Based on what you know, or have heard or read, in which part of the country are herbicide-resistant weeds the most problematic?

6 Most Problematic Herbicide-Resistant Weeds Based on what you know, or have heard or read, what weed species are the most problematic in terms of herbicide- resistant weeds with soybean growers?

7 Description of Herbicide-Resistant Weed Problem in Region of Country How would you describe herbicide-resistant weeds in your region of the country?

8 Description of Herbicide-Resistant Weed Problem on Neighboring Farms How would you describe the herbicide-resistant weed problem on neighboring farms?

9 Description of Herbicide-Resistant Weed Problem on Participant’s Farm How would you describe the herbicide-resistant weed problem on your farm?

10 Most Problematic Herbicide-Resistant Weeds On Own Farm What weed species are the most problematic in terms of herbicide resistance with your soybean acres?

11 Effect of Herbicide-Resistant Weeds On Yield and Profitability How would you describe the effect of herbicide-resistant weeds on your yield and profitability – particularly soybeans?

12 Current Weed Management Practices What weed management practices do you now use on your farm?

13 Current Weed Management Practices Focused Specifically On Herbicide-Resistant Weeds Are any of your current weed management practices focused specifically on herbicide-resistant weeds?

14 Identified Common Weed Management Practices Focused Specifically On Herbicide-Resistant Weeds Which weed management practices do you use to focus on herbicide-resistant weeds, specifically?

15 Awareness of Common Practices Used to Combat Herbicide-Resistant Weeds in Soybeans Thinking about common practices, are there any other weed management practices that can be used to combat herbicide-resistant weeds in soybean fields?

16 Information Program Name Preferences Based on the description (given), which of the following program names would you, personally, choose for this information resource?

17 Program Description Preference Which of the following brief descriptions do you think is the term that best describes the information and education resource and will gain the attention of most farmers?

18 Weed Biology Description Preference Now thinking specifically about the portion of the resource that deals with Weed Biology, including weed growth and weed seed characteristics, which of the following terms do you think best describes that portion of the information and education resource and will gain the attention of most farmers?

19 Cropping Systems Description Preference Now thinking specifically about the portion of the resource that deals with Cropping Systems, including crop rotation and tillage practices, which of the following terms do you think best describes that portion of the information and education resource and will gain the attention of most farmers?

20 Herbicide Applications Description Preference Now thinking specifically about the portion of the resource that deals with Herbicide Applications, including drift management and understanding herbicide mode of action properties, which of the following terms do you think best describes that portion of the information and education resource and will gain the attention of most farmers?

21 Weed Control Economics Description Preference Now thinking specifically about the portion of the resource that deals with Weed Control Economics, including cost- benefit of herbicide management versus the cost of poor weed management, which of the following terms do you think best describes that portion of the information and education resource and will gain the attention of most farmers?

22 Information Importance Which of those areas – Weed Biology, Cropping Systems, Herbicide Application or Economics of Weed Control – do you feel you need to know more about when dealing with herbicide-resistant weed management?

23 Interest Ratings for Topical Subjects Using a scale of 1 to 10, how interested would you be in reading a story with the following headline? SubjectRating (1-10 scale) Plan for herbicide-resistant weeds today, and keep the problem manageable 7.62 Tough weeds call for a new weed management plan.7.57 Start managing for herbicide-resistant weeds today.7.46 Weeds cost. Proper management pays.7.34 With herbicide resistance, all U.S. farmers need to refocus on weed management U.S. soybean farmers need to manage for herbicide- resistant weeds Weed management is more than just applying herbicide.7.20 Know your weeds, field practices, and the ins-and-outs of spraying Weeds evolve, and your management plan must too.7.12 Yield the benefits of proper weed management.7.07 Know all the steps. Save costs with proper management of herbicide-resistant weeds Have foresight. Think through four critical factors for weed management. 6.21