1. 19/03/2013
By: Joel Aitken BSc Agr
Developing Qualitative Research Design
for Mutually Beneficial
Researcher/Farmer Relationships

2. Why you should browse this
Presentation?
 If you are completing research, particularly qualitative
research in a rural area, and more specifically with farmers,
this presentation is for you.
 If you have an interest in qualitative research methods
 If you want to learn why the chicken crossed the
road...maybe not
Who I am, and where I come from...
 My name is Joel and I am a farm kid at heart.
 Raised in a rural house across the road from Maplewood Farm, which
has been in my family for nearly 150 years, I’ve been learning from
farmers since the day I was born.
 I have a BSc Agr in Agroecosystem Management from the Univesity of
Guelph, I work as an organic inspector and am working towards an MSc
in Capacity Development and Extension, also at U of G.

3. Remember who you are working with...
Most farmers would rather be here...
...Then just about anywhere else.

4. Tips for talking with farmers from 1955
 To start things off I’m going back to 1955 and a study of game birds
by Robert A McCabe which includes a fantastic description of how
to interview farmers in a research context.
 “If an interviewer showed interest in the farm as well as the
game on it, a most cordial relationship resulted, and any formal
atmosphere gave way to a friendly chat about agriculture
generally and game [the research topic] specifically”
 “The Midwest Farmer is apt to be reticent to discuss his farm
and the game on it [a given research topic] to a casual passerby. One
very important way to gain his confidence is by proper
introduction. Be sure to pronounce your name clearly so that it
is understood. Next, explain your affiliation and the purpose
of your visit.”

5.  “Coming directly to the point may be fine when interviewing
an office manager, but the farmer generally wants to
converse a little before being asked pointed
questions; apparently this preliminary conversation gives
him a chance to size up the interviewer. The time allotted
by the farmer will depend a good deal on the
impression one makes in this brief post
introduction chatting.”
 “The shift of talk of farming to game on the farm [research
topic] occurs almost without effort. If your questions are
carefully chosen, and timed to cover the salient
points rapidly, much can be learned and you will be
welcome again.”

6. Lessons Learned
 Establishing a rapport early is the most important step
 Honesty, sincere interest, and openness will all help
establish this rapport.
 Once a rapport is established be efficient with the questions
 The questions should be relatively informal
 The schedule should be flexible, allowing time for chatting
 Introductions should be clear and complete
 The interviewer should make an effort to show the
interviewee their level of agricultural knowledge
 Including their area of expertise and areas where they may
have lots to learn, and be open to learn.

7. Things that have Changed since 1955
 Academic research and writing standards
 Use of gender non-specific pronouns
 Use of more formal writing style in published papers
 Farm sizes have significantly increased since 1955, many
more farms are now managed as businesses with employees
who may have heavy workloads, off farm jobs are more
common.
 Specificity of on-farm research, it may be relatively simple to
change a conversation on farming in general towards a
common bird seen on the farm, this may be more difficult
with a more specific modern research topic.

8. A Modern Perspective
 A study published in 2013 of UK farmers and their
perspectives of the HACCP system by Juliette Patricia Lowe
and Joanne Zaida Taylor, utilized narrative interviews as a
qualitative research tool.
 They explain that: “Bates (2004) regards the technique of
narrative interviewing as being able to stimulate
storytelling and encourage interviewees to describe an
event or events as they saw it, in their own language,
using their own terms of reference and emphasise actions or
participants which they regard as being significant.”

9. Lessons from the Modern Perspective
 The importance of voice and allowing the interviewee the
opportunity to use their own words and perspective
 The process of stimulating conversation and rapport
building remains crucial
 An increased formality and separation between the
interviewer and interviewee, in order to not influence the
perspective of the interviewee in the research
 Increased specificity of terminology surrounding
research process, methodology and data collection

10. Lessons from experience
 Farming is a weather related and seasonal activity take this
into account in your planning
 For example here in Ontario most farmers have plenty of free
time in February and March and would likely be more willing
to speak with a research then in May through September when
they are much busier.
 Weather: Be flexible, at some times of the year there may be
work that requires very specific weather conditions (planting ,
harvesting, etc.) Time can be very tight during these times and
research may need to be rescheduled in order to get quality
results

11. The Farm Dog
 On my first day of field work as an undergraduate research tech I
was taught a lesson about on-farm research that I will never
forget. We arrived at our first farm with an experienced extension
worker who was helping with the project. The first thing she did
upon getting out of her car was call the farm dog over by name
and gave it a pat on the head.
 Later we were talking about interacting with farmers and she told
me that the second name she memorizes on each new farm is the
dogs name, after only the farmers name. Her interaction with the
farm dog at the start of each visit set the mood of calm relaxed
confidence and fun that would continue throughout the
interaction.
 First impressions are important even if they are with the Dog!

12. Things to remember going forward
 Their is a balance to be struck between formality and casual
discussion
 Honesty, openness and clarity are always the best way to build
rapport
 Time is precious, be efficient, flexible and generous with your
time and theirs
 Planning and preparation are essential to ensure quality results
and happy comfortable research participants
 Respect the farmer, their farm, their crops, their dog, their livestock,
their decisions, their voice... Research is all about Respect
 It’s the little things that count when building a research
relationship

13. Productive Comments Appreciated !
Sources
 Some Data on Wisconsin Pheasants Obtained by Interviewing
Farmers. Robert A. McCabe. The Journal ofWildlife Management , Vol. 19, No. 1
(Jan., 1955), pp. 150-151, Published by: Wiley on behalf of the Wildlife Society
 Barriers to HACCP amongst UK farmers and growers: an in-depth
qualitative study. Juliette Patricia Lowe and Joanne Zaida Taylor. British Food
Journal, Vol. 115 No. 2 (2013), pp. 262-278, Published by:Emerald Group
Publishing Limited
 Photographs: Author’s Own
 Developing Qualitative Research Design for Mutually Beneficial
Researcher/Farmer Relationships by Joel Aitken is licensed under a Creative
Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.