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There is a wide gap between realized and potential yields for many crops in Sub-Saharan Africa (SSA). Experts identify poor soil quality as a primary constraint to increased agricultural productivity. Therefore, increasing agricultural productivity by improving soil quality is seen as a viable strategy to enhance food security. Yet adoption rates of programs focused on improving soil quality have generally been lower than expected. We explore a seldom considered factor that may limit farmers’ demand for improved soil quality, namely, whether farmers’ self-assessments of their soil quality match soil scientists’ assessments. In this paper, using Tanzania National Panel Survey (TZNPS) data, part of the Living Standards Measurement Study – Integrated Surveys on Agriculture (LSMS-ISA), we compare farmers’ own assessments of soil quality with scientific measurements of soil quality from the Harmonized World Soil Database (HWSD). We find a considerable “mismatch” and most notably, that 11.5 percent of survey households that reported having “good” soil quality are measured by scientific standards to have severely constrained nutrient availability. Mismatches between scientific measurements and farmer assessments of soil quality may highlight a potential barrier for programs seeking to encourage farmers to adopt soil quality improvement activities.
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.