Case IH looks for customer insight.

Focus groups and the Customer Satisfaction and Loyalty Index of Case IH look at issues related to buying, ownership and warranty of Case IH products, and this provides insight into the company's new products and services, according to Jim Irwin, Case IH vice president of North American agricultural business. Irwin spoke at the introductory tour of the new Case IH 1200 Series ASM planters that was presented to dealers throughout the Midwest.

"What we've found is that when we ask a farmer what he wants to do, he says he wants to take a seed and turn it into an ear of corn," Irwin said. "So the company looks at helping with the solution to make that desire a reality."

"We're introducing new solutions that help customers get better yields and to be successful -- not just new iron," he said.