advertisement

Identifying the Potential Adopters of an Agricultural Innovation

50 %
50 %
advertisement
Information about Identifying the Potential Adopters of an Agricultural Innovation
Education

Published on November 13, 2008

Author: ruralpracticechange

Source: slideshare.net

Description

by Geoff Kaine
Full details see: http://www.ruralpracticechange.org/
advertisement

Identifying the Potential Adopters of an Agricultural Innovation Geoff Kaine Department of Primary Industries, Victoria Dr V Wright and Prof R Cooksey University of New England, Armidale, NSW Presentation to National Symposium on Understanding Practice Change by Farmers Melbourne, Victoria, 2008

Key Messages The adoption of many agricultural innovations has not met expectations. We have developed a method for identifying the potential adopters of agricultural innovations. The method has shown that the number of potential adopters is often much smaller than we think. This means extension has often been more successful than we thought. The method can be used to help set priorities for research, extension and policy.

The adoption of many agricultural innovations has not met expectations.

We have developed a method for identifying the potential adopters of agricultural innovations.

The method has shown that the number of potential adopters is often much smaller than we think. This means extension has often been more successful than we thought.

The method can be used to help set priorities for research, extension and policy.

Outline Why is it important to identify the number of potential adopters of agricultural innovations. Summarise the theory. Describe a method for identifying the number of potential adopters of agricultural innovations. Present an example. Discuss some implications for policy, research and extension.

Why is it important to identify the number of potential adopters of agricultural innovations.

Summarise the theory.

Describe a method for identifying the number of potential adopters of agricultural innovations.

Present an example.

Discuss some implications for policy, research and extension.

Why it is Important Research Knowing how many producers might adopt helps in allocating funds to research projects. Extension Knowing how many have adopted, and how many may adopt, helps in planning extension programs. Policy Knowing how many producers might adopt, and why, helps in setting policies.

Research

Knowing how many producers might adopt helps in allocating funds to research projects.

Extension

Knowing how many have adopted, and how many may adopt, helps in planning extension programs.

Policy

Knowing how many producers might adopt, and why, helps in setting policies.

Potential Adopters Those producers for whom the innovation a potentially offers a net benefit. Those producers for whom the innovation will create a net benefit by assisting them to better meet their utilitarian, social and hedonic goals as managers of agricultural enterprises given sufficient knowledge of the consequences of adopting the innovation. The number of potential adopters is the market for an innovation.

Those producers for whom the innovation a potentially offers a net benefit.

Those producers for whom the innovation will create a net benefit by assisting them to better meet their utilitarian, social and hedonic goals as managers of agricultural enterprises given sufficient knowledge of the consequences of adopting the innovation.

The number of potential adopters is the market for an innovation.

The Theory - Involvement Involvement is a measure of motivation to invest time and energy. Sources are utilitarian, social and hedonic. Involvement is intensified when there is uncertainty about the consequences for achieving goals.

Involvement is a measure of motivation to invest time and energy.

Sources are utilitarian, social and hedonic.

Involvement is intensified when there is uncertainty about the consequences for achieving goals.

Involvement

Involvement and Farming The adoption of an innovation is a highly involving decision for producers. Producers devote time and effort to reasoning about the consequences of adopting. This requires they identify the elements in their farm system that interact with the innovation to influence the benefits and costs of adoption.

The adoption of an innovation is a highly involving decision for producers.

Producers devote time and effort to reasoning about the consequences of adopting.

This requires they identify the elements in their farm system that interact with the innovation to influence the benefits and costs of adoption.

The Theory – Farm Context The elements in a farm system that interact with an innovation to influence the benefits and costs of adoption is the farm context for that innovation. The farm context can include physical, technological and lifestyle characteristics, and perceptions of risks. The number of potential adopters is the set of producers with farm contexts that suit an innovation. Differences in farm context equate with different benefit segments.

The elements in a farm system that interact with an innovation to influence the benefits and costs of adoption is the farm context for that innovation.

The farm context can include physical, technological and lifestyle characteristics, and perceptions of risks.

The number of potential adopters is the set of producers with farm contexts that suit an innovation.

Differences in farm context equate with different benefit segments.

The Method Face-to-face interviewing to identify farm context. Large scale survey to statistically validate interview results and to quantify population and benefit segments. Face-to-face interviews to validate membership of benefit segments and implications.

Face-to-face interviewing to identify farm context.

Large scale survey to statistically validate interview results and to quantify population and benefit segments.

Face-to-face interviews to validate membership of benefit segments and implications.

Example Micro-irrigation in Fruit Growing Promoted to increase efficiency of water use. Apparently limited adoption. Surprisingly few fruit growers attending extension events.

Micro-irrigation in Fruit Growing

Promoted to increase efficiency of water use.

Apparently limited adoption.

Surprisingly few fruit growers attending extension events.

Micro-irrigation in fruit growing Benefits sought by fruit growers Reduced use of water and labour Greater control over volume delivered Flexibility in timing of activities

Benefits sought by fruit growers

Reduced use of water and labour

Greater control over volume delivered

Flexibility in timing of activities

Micro-irrigation in fruit growing Farm Context Limited labour Limited water supplies Problems with high water tables or salinity Problems with supply of irrigation water at volume Hilly or sandy country High density planting Irrigation water on demand

Farm Context

Limited labour

Limited water supplies

Problems with high water tables or salinity

Problems with supply of irrigation water at volume

Hilly or sandy country

High density planting

Irrigation water on demand

Farm Context and Benefit Segments 23% 24% 17% 15% 22% Yes No Yes No No Yes No Segment 1 Control and time saving redevelopers Segment 2 Time-saving converters Segment 3 Water-saving micro-irrigators Segment 5 Flood irrigators Segment 4 Control redevelopers High density planting Limited labour High density planting Limited water supplies, watertable or salinity problems Yes

Implications - Research Typically, the number of potential adopters is only a fraction of producers in an industry or region. Knowing the benefit segments for an innovation would support the tailoring of research products for different segments. Individual producers probably cannot represent all benefit segments. This should be considered in the recruitment of producers as participants in research programs.

Typically, the number of potential adopters is only a fraction of producers in an industry or region.

Knowing the benefit segments for an innovation would support the tailoring of research products for different segments.

Individual producers probably cannot represent all benefit segments. This should be considered in the recruitment of producers as participants in research programs.

Implications - Extension The spread of innovations among potential adopters is usually under-estimated. This means extension has often been more successful than was thought. Extension messages can be tailored to appeal to different benefit segments to accelerate adoption. Declining attendance by producers may signal success rather than failure.

The spread of innovations among potential adopters is usually under-estimated. This means extension has often been more successful than was thought.

Extension messages can be tailored to appeal to different benefit segments to accelerate adoption.

Declining attendance by producers may signal success rather than failure.

Implications - Policy Extension is a policy instrument. It accelerates adoption by reducing the time and effort producers must invest in learning. Other policy instruments are needed to expand the population of potential adopters. The method described here could be used to help predict producers responses to policy instruments like infrastructure change and regulation.

Extension is a policy instrument. It accelerates adoption by reducing the time and effort producers must invest in learning.

Other policy instruments are needed to expand the population of potential adopters.

The method described here could be used to help predict producers responses to policy instruments like infrastructure change and regulation.

Conclusion The adoption of many agricultural innovations has not met expectations. We have developed a method for identifying the potential adopters of agricultural innovations. The method has shown that the number of potential adopters is often much smaller than we think. This means extension has often been more successful than we thought. The method can be used to help set priorities for research, extension and policy.

The adoption of many agricultural innovations has not met expectations.

We have developed a method for identifying the potential adopters of agricultural innovations.

The method has shown that the number of potential adopters is often much smaller than we think. This means extension has often been more successful than we thought.

The method can be used to help set priorities for research, extension and policy.

Add a comment

Related presentations

Related pages

Identifying the Potential Adopters of an Agricultural ...

Identifying the Potential Adopters of an Agricultural Innovation. Video. ... (2007) An Approach to Predicting Demand for an Agricultural Innovation, ...
Read more

Adopter Categories - SteveApplegate.com

Potential adopters look to early adopter for advice and information about the innovation. The early adopter ... adopter categories ...
Read more

Diffusion of Innovations: Part I - Department of Sociology ...

In Diffusion of Innovations, Rogers ... and needs of potential adopters. ... This segment describes opinion leaders and a procedure for identifying them ...
Read more

ADOPT: a tool for predicting adoption of agricultural ...

... a tool for predicting adoption of agricultural ... potential adopters ... This variable is aimed at identifying whether the innovation reduces the ...
Read more

Changing Land Management, David Pannell and Frank Vanclay ...

Changing Land Management by David Pannell and Frank Vanclay published March 2011. ... agricultural researchers ... Identifying potential adopters of an ...
Read more

Technology Adoption and Diffusion - Welcome to The Air ...

Technology Adoption and Diffusion. ... as are characteristics of the potential adopters and ... focus on the individual adopters and a specific innovation ...
Read more

Models of Early Adoption of ICT Innovations in Higher ...

... initiatives is how to go about identifying potential early adopters of their service. ... Models of Early Adoption of ICT Innovations in Higher Education
Read more

Diffusion of Innovation in Health Care

Diffusion of Innovation in Health Care ... identifying potential markets, ... ability of a potential adopter to judge whether the benefits of
Read more

Exploring Audience Segmentation: Investigating Adopter ...

Exploring Audience Segmentation: Investigating Adopter Categories to ... of potential adopters of new ... agricultural innovations into ...
Read more