Types of Research
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Consumer attitudes are a key component in private sector market segmentation. Knowledge about consumers’ tastes can lead to better product design and more effective communication with target markets. Similarly, evidence suggests that farmers’ attitudes influence whether they adopt productivity-increasing technologies. Using consumer insights from the private sector, agricultural intervention programs can use market research, product development, and communication strategies to better understand farmers as consumers and best target interventions. This brief provides an overview of how farmers' attitudes affect their willingness to adopt new technology, and how knowledge of farmer attitudes can improve program design and implementation.
On July 10, 2009 at the Italy G8 summit, attendees issued a joint statement pledging to contribute $20 billion towards agricultural development and food security in the developing world over the next three years. This research brief notes the status of the contributions made to the L’Aquila Food Security Initiative and whether any of the $20 billion will be allocated to agricultural research. We conclude that no declarations have been made as of September 2009 on how much of the $20 billion will be allocated to agricultural research, and which types of research will be funded by the initiative.