New communication routes to the market : A market analysis of private forest owners' needsfor forest services

The enterprise Derome Forest, which manages the supply of raw materials to Derome Group's industries, wants to develop its communications with suppliers and also the forest services that the company provides. The purpose of the study was to find new information channels for forest companies to communicate about forest services to existing and future suppliers. In order to answer the research questions and achieve the purpose of the study, a questionnaire was chosen as a method in combination with a focus group. The most sought after services were final felling, thinning, and pre commercial thinning and planting. Forestry magazines, personal meetings and social activities were important sources of knowledge for forest owners. Few of the forest owners replied that they used the websites of forest companies or followed them on social media, although most of the respondents estimated that their internet use for forest purposes will increase. Digital calendars with forest companies' activities and mobile apps for measuring and calculating were digital tools that were requested. Damage and diseases on forests, intrusion issues and thinning were subjects that many forest owners thought was difficult. Greater diversity in forestry methods and a more goal-based and diversified advice were requested from forest companies