We are delighted to bring you some thrilling news! This latest update hails from our esteemed partner, TNO, a prominent Dutch independent contract research organisation—one of the major players in Europe. TNO takes the lead in our project by spearheading behavioural interventions and stakeholder engagement. Simultaneously, they are at the forefront of efforts in ensuring interoperability and developing components crucial for the sustainability assessment and cost-benefit analysis of Digital Agriculture Technologies (DATs). Let’s deep dive into their latest achievements for our project!
A few words about TNO’s work within QuantiFarm
TNO has played a pivotal role in delving into the motivations and incentives driving farmers’ adoption of Digital Agriculture Technologies (DATs), with a specific focus on the behavioural perspective. Their research has not only advanced the project’s goal of evaluating the real-life impact of digital agricultural solutions but has also uncovered diverse factors and parameters that significantly influence farmers’ decisions to embrace DATs. While the collected data and evidence represent a groundbreaking contribution, the challenge lies in translating this raw information into a compelling narrative. Raw data, though valuable, often lacks the vibrancy required to deeply resonate with the challenges and experiences faced by farmers.
Breathing new life into raw data: The use of storyboards
TNO has ingeniously crafted a series of farmer stories, strategically designed to breathe life into the data collected. Each narrative artfully introduces a distinct farmer character, meticulously outlining the nuanced circumstances and diverse influences that play pivotal roles in guiding their decision-making process towards the adoption or non-adoption of Digital Agriculture Technologies (DATs). Based on data captured in real life farm settings, these captivating stories serve as poignant illustrations, intricately unravelling the complex tapestry of a farmer’s ‘DAT adoption journey. By delving into the intricacies of each character’s experience, these narratives aim to vividly exemplify the multiple pathways and dynamic factors that may unfold during the intricate process of a farmer’s decision-making journey regarding the integration of DATs into their agricultural practices. These storyboards were presented at the CIOSTA Conference in Evora, Portugal in front of a diverse audience, where they captivated the audience’s attention and sparked multiple interactions! Eager to explore them? Keep scrolling!