This document presents a method for identifying potential adopters of agricultural innovations. The method involves interviewing farmers to understand their farm context and how it relates to the costs and benefits of adopting an innovation. Large surveys are then used to validate the contexts and quantify different benefit segments. As an example, the method identified 5 benefit segments for micro-irrigation adoption among fruit growers, with the total potential adopters being much smaller than assumed. The implications are that research, extension, and policy should tailor their approaches to different farmer segments in order to better support adoption.

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

7. Involvement

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