To develop new crop varieties successfully is to understand farmers deeply 👨🌾 🌾 But how do you uncover preferences that aren't always easy to put into words? One answer is card sorting. During a recent training in Tanzania, interviewers were introduced to this behavioral science method to better capture the realities, needs and preferences of local rice farmers. Led by the International Rice Research Institute and Tanzania Agricultural Research Institute (TARI) as part of our Market Intelligence work, participants learned how to use interactive card-sorting exercises to help farmers prioritize the crop traits they value most ♠️ Unlike traditional surveys, card sorting reduces common response biases and reveals the nuanced trade-offs farmers make when choosing varieties. These richer insights help breeders design rice varieties that better reflect farmers' priorities and are ultimately more likely to be adopted. Discover how this is helping shape the future of rice breeding in Tanzania ➡️ https://lnkd.in/efeNv_2u
Kudos to Mel Connor, Arelene Malabayabas & Regina John for organizing the training!
Norman Borlaug’s enduring call to agricultural researchers was simple: “Take it to the farmer.” But taking innovation to farmers must begin with listening to them. Approaches such as card sorting help us move beyond assumptions to understand the priorities and trade-offs that shape farmers’ choices. This is how we ensure that breeding delivers not only improved varieties, but products that farmers value, choose, and ultimately adopt. Great work by the International Rice Research Institute, TARI, and CGIAR Breeding for Tomorrow Market Intelligence teams.