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An ongoing stream of EPAR research considers how public good characteristics of different types of research and development (R&D) and the motivations of different providers of R&D funding affect the relative advantages of alternative funding sources. For this project, we seek to summarize the key public good characteristics of R&D investment for agriculture in general and for different subsets of crops, and hypothesize how these characteristics might be expected to affect public, private, or philanthropic funders’ investment decisions.
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.