How development organizations, NGOs, and governments can best allocate scarce resources to those in need has long been debated. As opposed to universal allocation of resources, a more targeted approach attempts to minimize program costs while maximizing benefits among those with the greatest need or market opportunity. Many international development organizations strategically target clients based on geographic location (e.g., community, region, country) or socio-economic indicators, such as the World Bank’s “$1 a day” poverty line. Drawing on literature from several sectors, this brief presents additional methods of beneficiary targeting that international development organizations might consider. We find that beneficiary targeting/segmentation has the potential to make organizational and program efforts more equitable and efficient. With limited resources, smaller organizations have tended to use single robust indicators or simple heuristics, whereas agribusinesses and private sector firms have used more data-intensive marketing tools to position their products. Technological innovation and better access to data have made targeting more prevalent and potentially more affordable in agricultural development. However, creating valid and reliable target segments remains the most significant challenge.
EPAR Research Brief #106: Market Segmentation and Beneficiary Targeting in Agricultural Development