Presentation for the 2015 MEAS Symposium Adoption, Diffusion & Scaled Impact by Brent M. Simpson, Senior Agricultural Officer, Investment Center, United Nations Food & Agriculture Organization.
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Adoption, Diffusion & Scaled Impacts - Using what we know in extension practice
1. MEAS Symposium 2015
June 4
“Leading Issues in
Extension and Rural
Advisory Services”
Adoption, Diffusion & Scaled Impacts
- Using what we know in extension
practice -
Brent M. Simpson
Senior Agricultural Officer,
Investment Center,
United Nations Food &
Agriculture Organization
2. Adoption of Innovations
ADOPTION PROCESS
• Awareness
• Interest
• Evaluation
• Trial (adaptation)
• Adoption
Source: Rogers, 1964
8. The nature of scale
No change is permanent
– it’s a process
Every innovation has its
natural scale of utility – its
never 100% of farmers
9. Going Forward
• Start with good innovations
• Be careful in targeting where innovations are
promoted
• Be purposeful in outreach activities
• Matching methods, messages and messengers
to the 5-phases of adoption
• Make sure innovations are actionable
• Using different methods for different
technologies
• Allow farmers to tryout and make adaptations
• Understand that it will take time – set appropriate
targets and timeframes, design supportive M&E
systems to monitor progress, be patient
10. MEAS Technical Note
Simpson, B.M. 2015. Planning for Scale: Using what
we know about human behavior in the diffusion of
agricultural innovation and the role of agricultural
extension. MEAS Technical Note. Urbana-
Champaign, Ill: University of Illinois.
11. Disclaimer
This presentation was made possible by the generous support of the American
people through the United States Agency for International Development, USAID. The
contents are the responsibility of the author(s) and do not necessarily reflect the
views of USAID or the United States Government.