adoption, diffusion & scaled impacts - using what we know in extension practice
TRANSCRIPT
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MEAS Symposium 2015
June 4
“Leading Issues in Extension and Rural Advisory Services”
Adoption, Diffusion & Scaled Impacts- Using what we know in extension
practice -Brent M. Simpson
Senior Agricultural Officer,Investment Center,
United Nations Food & Agriculture Organization
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Adoption of Innovations
ADOPTION PROCESS• Awareness• Interest• Evaluation• Trial (adaptation)• Adoption
Source: Rogers, 1964
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Technology Characterists
INNOVATION CHARACTERISTICS• Perceived advantage• Complexity• Riskiness• Trialability (lumpiness)• Observability
Source: Rogers, 1963
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Time in reaching Scale
?
Source: Rogers, 1995
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Diffusion of Innovations
Time
20%
Source: Rogers, 1964
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Diffusion of Innovations
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Diffusion of Innovations
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The nature of scale
No change is permanent – it’s a process
Every innovation has its natural scale of utility – its
never 100% of farmers
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Going Forward
• Start with good innovations• Be careful in targeting where innovations are
promoted• Be purposeful in outreach activities• Matching methods, messages and messengers
to the 5-phases of adoption• Make sure innovations are actionable• Using different methods for different
technologies• Allow farmers to tryout and make adaptations
• Understand that it will take time – set appropriate targets and timeframes, design supportive M&E systems to monitor progress, be patient
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MEAS Technical Note
Simpson, B.M. 2015. Planning for Scale: Using what we know about human behavior in the diffusion of agricultural innovation and the role of agricultural extension. MEAS Technical Note. Urbana-Champaign, Ill: University of Illinois.
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Disclaimer
This presentation was made possible by the generous support of the American people through the United States Agency for International Development, USAID. The
contents are the responsibility of the author(s) and do not necessarily reflect the views of USAID or the United States Government.