Identifying the Potential Adopters of an Agricultural Innovation Geoff Kaine Department of Primary Industries, Victoria Dr...
Key Messages <ul><li>The adoption of many agricultural innovations has not met expectations.  </li></ul><ul><li>We have de...
Outline <ul><li>Why is it important to identify the number of potential adopters of agricultural innovations. </li></ul><u...
Why it is Important <ul><li>Research </li></ul><ul><ul><li>Knowing how many producers might adopt helps in allocating fund...
Potential Adopters <ul><li>Those producers for whom the innovation a potentially offers a net benefit. </li></ul><ul><li>T...
The Theory - Involvement <ul><li>Involvement is a measure of motivation to invest time and energy. </li></ul><ul><li>Sourc...
Involvement
Involvement and Farming  <ul><li>The adoption of an innovation is a  highly involving  decision for producers. </li></ul><...
The Theory – Farm Context <ul><li>The elements in a farm system that interact with an innovation to influence the benefits...
The Method <ul><li>Face-to-face interviewing to identify farm context. </li></ul><ul><li>Large scale survey to statistical...
Example <ul><li>Micro-irrigation in Fruit Growing </li></ul><ul><li>Promoted to increase efficiency of water use. </li></u...
Micro-irrigation in fruit growing <ul><li>Benefits sought by fruit growers </li></ul><ul><ul><li>Reduced use of water and ...
Micro-irrigation in fruit growing <ul><li>Farm Context </li></ul><ul><ul><li>Limited labour </li></ul></ul><ul><ul><li>Lim...
Farm Context and Benefit Segments 23% 24% 17% 15% 22% Yes No Yes No No Yes No Segment 1 Control and time saving redevelope...
Implications - Research <ul><li>Typically, the number of potential adopters is only a fraction of producers in an industry...
Implications - Extension <ul><li>The spread of innovations among potential adopters is usually under-estimated. This means...
Implications - Policy <ul><li>Extension is a policy instrument. It accelerates adoption by reducing the time and effort pr...
Conclusion <ul><li>The adoption of many agricultural innovations has not met expectations.  </li></ul><ul><li>We have deve...
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Identifying the Potential Adopters of an Agricultural Innovation

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by Geoff Kaine
Full details see: <a href="http://www.ruralpracticechange.org/">http://www.ruralpracticechange.org/</a>

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  • Identifying the Potential Adopters of an Agricultural Innovation

    1. 1. 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
    2. 2. Key Messages <ul><li>The adoption of many agricultural innovations has not met expectations. </li></ul><ul><li>We have developed a method for identifying the potential adopters of agricultural innovations. </li></ul><ul><li>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. </li></ul><ul><li>The method can be used to help set priorities for research, extension and policy. </li></ul>
    3. 3. Outline <ul><li>Why is it important to identify the number of potential adopters of agricultural innovations. </li></ul><ul><li>Summarise the theory. </li></ul><ul><li>Describe a method for identifying the number of potential adopters of agricultural innovations. </li></ul><ul><li>Present an example. </li></ul><ul><li>Discuss some implications for policy, research and extension. </li></ul>
    4. 4. Why it is Important <ul><li>Research </li></ul><ul><ul><li>Knowing how many producers might adopt helps in allocating funds to research projects. </li></ul></ul><ul><li>Extension </li></ul><ul><ul><li>Knowing how many have adopted, and how many may adopt, helps in planning extension programs. </li></ul></ul><ul><li>Policy </li></ul><ul><ul><li>Knowing how many producers might adopt, and why, helps in setting policies. </li></ul></ul>
    5. 5. Potential Adopters <ul><li>Those producers for whom the innovation a potentially offers a net benefit. </li></ul><ul><li>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. </li></ul><ul><li>The number of potential adopters is the market for an innovation. </li></ul>
    6. 6. The Theory - Involvement <ul><li>Involvement is a measure of motivation to invest time and energy. </li></ul><ul><li>Sources are utilitarian, social and hedonic. </li></ul><ul><li>Involvement is intensified when there is uncertainty about the consequences for achieving goals. </li></ul>
    7. 7. Involvement
    8. 8. Involvement and Farming <ul><li>The adoption of an innovation is a highly involving decision for producers. </li></ul><ul><li>Producers devote time and effort to reasoning about the consequences of adopting. </li></ul><ul><li>This requires they identify the elements in their farm system that interact with the innovation to influence the benefits and costs of adoption. </li></ul>
    9. 9. The Theory – Farm Context <ul><li>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. </li></ul><ul><li>The farm context can include physical, technological and lifestyle characteristics, and perceptions of risks. </li></ul><ul><li>The number of potential adopters is the set of producers with farm contexts that suit an innovation. </li></ul><ul><li>Differences in farm context equate with different benefit segments. </li></ul>
    10. 10. The Method <ul><li>Face-to-face interviewing to identify farm context. </li></ul><ul><li>Large scale survey to statistically validate interview results and to quantify population and benefit segments. </li></ul><ul><li>Face-to-face interviews to validate membership of benefit segments and implications. </li></ul>
    11. 11. Example <ul><li>Micro-irrigation in Fruit Growing </li></ul><ul><li>Promoted to increase efficiency of water use. </li></ul><ul><li>Apparently limited adoption. </li></ul><ul><li>Surprisingly few fruit growers attending extension events. </li></ul>
    12. 12. Micro-irrigation in fruit growing <ul><li>Benefits sought by fruit growers </li></ul><ul><ul><li>Reduced use of water and labour </li></ul></ul><ul><ul><li>Greater control over volume delivered </li></ul></ul><ul><ul><li>Flexibility in timing of activities </li></ul></ul>
    13. 13. Micro-irrigation in fruit growing <ul><li>Farm Context </li></ul><ul><ul><li>Limited labour </li></ul></ul><ul><ul><li>Limited water supplies </li></ul></ul><ul><ul><li>Problems with high water tables or salinity </li></ul></ul><ul><ul><li>Problems with supply of irrigation water at volume </li></ul></ul><ul><ul><li>Hilly or sandy country </li></ul></ul><ul><ul><li>High density planting </li></ul></ul><ul><ul><li>Irrigation water on demand </li></ul></ul>
    14. 14. 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
    15. 15. Implications - Research <ul><li>Typically, the number of potential adopters is only a fraction of producers in an industry or region. </li></ul><ul><li>Knowing the benefit segments for an innovation would support the tailoring of research products for different segments. </li></ul><ul><li>Individual producers probably cannot represent all benefit segments. This should be considered in the recruitment of producers as participants in research programs. </li></ul>
    16. 16. Implications - Extension <ul><li>The spread of innovations among potential adopters is usually under-estimated. This means extension has often been more successful than was thought. </li></ul><ul><li>Extension messages can be tailored to appeal to different benefit segments to accelerate adoption. </li></ul><ul><li>Declining attendance by producers may signal success rather than failure. </li></ul>
    17. 17. Implications - Policy <ul><li>Extension is a policy instrument. It accelerates adoption by reducing the time and effort producers must invest in learning. </li></ul><ul><li>Other policy instruments are needed to expand the population of potential adopters. </li></ul><ul><li>The method described here could be used to help predict producers responses to policy instruments like infrastructure change and regulation. </li></ul>
    18. 18. Conclusion <ul><li>The adoption of many agricultural innovations has not met expectations. </li></ul><ul><li>We have developed a method for identifying the potential adopters of agricultural innovations. </li></ul><ul><li>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. </li></ul><ul><li>The method can be used to help set priorities for research, extension and policy. </li></ul>
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