Ian Tarbotton, Mike Bramley*, Hans Andersen.

Affiliation:

AgResearch, Social Research Unit, New Zealand

*Dexcel Extension, New Zealand.

Danish Dairy Board, Denmark.

Title: Ian Tarbotton

Position: Social Scientist

Organisation: AgResearch

Contact: e-mail: ian.tarbotton@agresearch.co.nz

Keywords: extension, approach, needs analysis, delivery

The paper discusses an example of integration of social research and extension delivery. It will outline the steps that were taken to develop an extension project within the theme area of “natural mating on dairy farms”.

The approach and findings will be provided from the needs analysis both with farmers and a key service provider on this topic, veterinarians. The range of information needs identified were analysed for commonality and four main ones defined. For these, a number of technical experts were asked whether the information was available or there was an information gap. For information identified as available material was collated as well as farmer preferences considered on how it could be best provided. There were differing farmer views on how they would like information on some of the topics. This created a dilemma for the work because resources meant that a particular approach needed to be selected. Material collated was turned into concise fact sheets suitable for a use in a range of ways. The type of extension approach best suited to the farmer preferences will be outlined and the contrasting approaches suited to the different needs described. Farmers were then part of reviewing the information and approaches proposed.

The focus of the paper is on describing the approach and findings in relation to extension design. Lessons and insights gained by the diverse team involved in this work will be outlined in the paper.

Key learning points

• Listening to and understanding end-user needs allowed us to design extension to better fulfil those needs.
• Clarifying the purpose of an extension project is vital so that the approach and information developed for that purpose.