Types of Research
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.
This brief explores agricultural data for Tanzania from the LSMS-ISA and Farmer First household surveys. We first present the differences in the LSMS and Farmer First survey design and in basic descriptives from the two data sources. We then present the results of our initial LSMS data analysis using the 2008/2009 wave of the Tanzania National Panel Survey (TZNPS), focusing on the agricultural data, before presenting our analysis of farmer aspirations and of gender differences using the Farmer First data.