Vehicle safety and performance can be dramatically improved if force or friction measurement of the tyre-terrain interface is known. Since the tyre-terrain interface is responsible for the majority of forces acting on the vehicle, this region has received a lot of attention in vehicle dynamics. Direct measurement of the tyre-terrain interface is difficult since it is hidden by the tyre and terrain. A lot of research has been conducted on the inside of tyre using accelerometers or strain gauges with research more focussed on passenger car tyres and very little work performed on agricultural tyres with larger lugs. This study performs strain measurements using point measurement, from strain gauges, and full field measurement, using a stereo camera measurement system, of the inside of an agricultural tyre on a drum test rig during vertical and lateral loading. Results show similar trends when compared to results on passenger car tyres, however the mounting of the strain gauge relative to the lug is shown to play a large role in the developed strain. Linear relationships between the applied tyre force and strain were obtained in different direction with R2 values above 0.97.