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.