Adoption, Diffusion & Scaled Impacts - Using what we know in extension practice

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Brent Simpson gave a presentation at the MEAS Symposium 2015 on leading issues in extension and rural advisory services. He discussed Rogers' model of the adoption process and innovation characteristics that influence adoption rates. The adoption process involves awareness, interest, evaluation, trial, and adoption. Innovation characteristics like relative advantage, complexity, risk, trialability, and observability impact adoption. Simpson noted it takes time to reach scale and that the nature of scale means not all farmers will adopt an innovation. He recommended starting with good innovations, careful targeting, purposeful outreach, matching methods and messages to adoption phases, ensuring innovations are actionable, allowing trial and adaptation, understanding it takes time to reach scale, and using monitoring to assess progress

Government & Nonprofit

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

Adoption of Innovations
ADOPTION PROCESS
• Awareness
• Interest
• Evaluation
• Trial (adaptation)
• Adoption
Source: Rogers, 1964

Technology Characterists
INNOVATION CHARACTERISTICS
• Perceived advantage
• Complexity
• Riskiness
• Trialability (lumpiness)
• Observability
Source: Rogers, 1963

Time in reaching Scale
?
Source: Rogers, 1995

Diffusion of Innovations
Time 
20%
Source: Rogers, 1964

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

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

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.

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.

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