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Drivers for Change

Fiona Johnson1, Brigette Deren2, Katie Bowman3, Chris Linehan4, Geoff Kaine5

1Department of Natural Resources and Environment, Ferguson Rd Tatura, Victoria 3616;
Email:
fiona.johnson@nre.vic.gov.au
2
Department of Natural Resources and Environment, Ferguson Rd Tatura, Victoria 3616;
Email:
brigette.deren@nre.vic.gov.au
3
Department of Natural Resources and Environment, 120 Cooma Rd, Kyabram,Vic. 3620;
Email:
katie.bowman@nre.vic.gov.au
4
Department of Natural Resources and Environment, 120 Cooma Rd, Kyabram,Vic. 3620;
Email:
chris.linehan@nre.vic.gov.au
5
University of New England, Armidale, NSW 2351.
Email:
gkainejo@metz.une.edu.au

Introduction

Irrigated agriculture has been identified as the major user of Victoria’s water resources for low economic returns when compared to non agricultural users. Within this group, the irrigated dairy industry is acknowledged to have improved it’s water use efficiency over the past 20 years and as being keen to demonstrate it’s environmental credentials, yet it is still identified as an inefficient user of water.

Significant investment by funding bodies has been made into improved water use efficiency (WUE) in the dairy industry. Some of these bodies are asking why improvements in dairy water use efficiency have not been greater in recent times.

Purpose

  • To demonstrate the value of focusing on the change process to identify target audiences and to increase adoption.
  • To identify when market segmentation is of value.
  • To identify the use of evaluation in determining when to use a tool like market research.
  • To demonstrate the use of market segmentation based on needs analysis to increase adoption.

Major points

Adoption of practices to achieve water use efficiency improvements in the dairy industry in the Shepparton Irrigation Region is now considered too slow by industry and many natural resource managers. Change is achieved when an individual has a problem to solve or a need to satisfy. That individual then needs to have a view of what they want to achieve, have a plan to follow and the capability to implement the plan. This all has to be greater than their resistance to change or any barriers they have to overcome. Adoption of a new farming practice usually requires a high level of involvement and hence occurs across a significant period of time and is based on reasoned thought.

Market segmentation of farmers problems/needs in relation to their farm context can provide information on the key drivers that will lead to change in farming practices. Target audiences can be identified based on these needs and drivers, extension strategies developed and targets set.

Conclusions

Market research is useful to target extension when adoption rates have dropped below industry and other stakeholders expectations.

Identifying key drivers is important in defining target audiences for maximum impact.

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