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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.
This research brief reports on full time equivalent (fte) positions devoted to research and development of major food and cash crops in Sub-Saharan Africa (SSA). Data on fte by country and crop were collected from individual Agricultural Science and Technology Indicator (ASTI) country briefs. ASTI data are obtained from unpublished surveys conducted by CGIAR centers. Our report includes 23 countries in SSA.