QuantiFarm shines the spotlight on yet another insightful interview in a Q&A session, this time featuring our esteemed partner organization, TNO! Leveraging its expertise and research in technology, policy, business, and social innovation, TNO takes the lead in behavioral interventions and stakeholder engagement within the project. This interview, conducted with the Behavioral Researcher Caroline van der Weerdt (TNO), has uncovered intriguing insights into farmers’ perspectives and motivations regarding the adoption of DATs.
As Caroline van der Weerdt points out, adoption isn’t a simple binary decision; it’s a nuanced process that involves studying the intricate dynamics of behaviour. During the interview, various farmer profiles visited by TNO are examined from a behavioral standpoint, shedding light on the barriers that impact the adoption of DATs. However, what’s particularly noteworthy is how the perspectives on DATs differ between traditional and young farmers, underscoring age as a critical factor in the decision-making process. Furthermore, farmers’ motivations to embrace digital agricultural solutions also hold significant importance, with economic incentives emerging as particularly compelling.
The economic incentive is major, but DATs adoption is related to other factors as well. For instance, if farmers want to maintain a certain market position for their products, they have to adhere to strict sustainability regulations, for which they would need a DAT to supply the right data.
Caroline van der Weerdt, Behavioural Researcher, TNO Tweet
Eager to learn more on farmers’ perspective regarding DATs adoption? Watch the whole interview and get all the answers you need!