Mike Bramley, Neels Botha, Ian Tarbotton

Affiliation: Dexcel, Extension, New Zealand.

AgResearch, Social Research Unit, New Zealand

Title: Mike Bramley B.Agr.

Position: Dexcel product developer

Organisation: Dexcel

Contact: e-mail: mike.bramley@dexcel.co.nz

Keywords: research, extension, collaboration, delivery

The paper discusses the different behaviour research areas that inform and underpins extension delivery. We will also discuss a case study in New Zealand where a team of social researchers (AgResearch) worked with an extension delivery agent (Dexcel) to develop an extension delivery program based on social research, farm practice and biophysical science underpinnings. The social research included analyses of current practice and producer decision-making regarding a specific dairying practice (bull management) for which limited biophysical scientific information is available. It also included an analysis of the learning contexts and information needs of producers. The information was then used to guide the development of an extension program which is focussed on providing producers with up-to-date information and strategies that will help them offset problems and challenges with dairy bull management.

The focus of the paper is on describing the value and mechanisms of doing social research in combination with investigating farm practice to gather relevant information for use in constructing an appropriate agricultural extension program.

Key learning points

• Combining extension (social) research with farm practice and biophysical analyses provides enough information to design an appropriate extension program
• There are a few rules for social scientists and extension agents to work together successfully
• Its not a matter of whether social science, farm practice or biophysical science is the most important, it’s a matter of how to successfully combine the three