Tanzanian farmer needs assessment
- 1. M4D Impact mAgri What do Tanzanian farmers need?M4D Impact
- 2. M4D Impact mAgri In March 2014, two M4D researchers went to a village in Bagamoyo district of Tanzania. Using techniques from human centred design, we wanted to find out what Tanzanian farmers want from an Agri-VAS service. This would require two translators, some quick thinking and a lot of post-its. Here are some of the highlights of our findings. M4D Impact mAgri
- 3. M4D Impact mAgri Stakeholder mapping First activity We asked 10 farmers what sources of information do they draw on when making farming decisions? which sources are most trusted? which sources are most relevant?
- 4. M4D Impact mAgri like Subira*: trust their close families and neighbours to help them with farming decisions relatively low levels of access to information relies on traditional methods not able to implement new methods, through lack of will or lack of capital use mobile to contact friends and family, but not for business * Participants names have been changed Less able/uninterested traditionalists
- 5. M4D Impact mAgri like Jengo: is an experienced farmer who has been managing his own farm for years talks to respected farmers about farming decisions. tries new methods when he sees are working e.g. growing certain cash crops uses mobile to contact friends and family and occasionally for business and entertainment Able/receptive traditionalists
- 6. M4D Impact mAgri like Mr. Lomo a respected farmer with close links to the village hierarchy uses modern methods to farm cash crops calls the government extension office for advice on farming methods uses mobile as a tool for business to gain information (through making calls) and sell crops Village innovators
- 7. M4D Impact mAgri although they are likely to be the smallest segment in the village Village innovators are a good target for Agri-VAS Influence over others Influence over others Ability to try new methods Ability to try new methods HIGHHIGH Paucity of information Paucity of information HIGHHIGH MEDIUMMEDIUM Familiarity with mobile technology Familiarity with mobile technology MEDIUMMEDIUM This segment are teachers, highly influential over other farmers trickle down effect of service use and impact Excited and able to try new things Information seekers Likely to persist with difficult service if they see the benefit Invests profits back into farm possibly including mobile agriculture service
- 8. M4D Impact mAgri Crop calendar mapping Second activity We asked 10 farmers what do you grow? what would be the most relevant information at what time?
- 9. M4D Impact mAgri a wide diversity of crops Villagers grow People traditionally grow rice, maize and cassava (pictured here) usually kept for the family or sold at the gate Entrepreneurial farmers also grow cash crops like tomatoes, watermelon and okra which require irrigation usually sold to trusted agents Village innovators still grow subsistence crops the traditional way for the taste
- 10. M4D Impact mAgri Masika Vuli KiangaziKipupwe Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Planting 2 Weeding Scaring the birds away Beating the grass Harvesting Packing & Storing Selling Preparing the farm 3 4 7 6 5 1 8 Rain forecast for next week advice on rice planting Rain forecast for next week advice on rice planting Price of rice across various markets: Walanguzi at the gate what price should I get? Price of rice across various markets: Walanguzi at the gate what price should I get? Advice on safe rice packing and nutritional information Advice on safe rice packing and nutritional information News and alerts common/reported pests and diseases News and alerts common/reported pests and diseases that MNOs are farming experts Farmers dont immediately trust Rice calendar Season: Base marketing campaigns around the crop calendar to show expertise Marketing examples
- 11. M4D Impact mAgri Situation games Third activity We asked 10 farmers what are the specific pain points in your farming processes?
- 12. M4D Impact mAgri are often at a disadvantage when selling Small scale farmers The walanguzi (middle men) have a powerful position and can offer any price farmers often check with their neighbours to find out what price they got some call contacts to ask them to check market prices in person They see the benefit in having this information to give them power over the prices they get and to root out dishonest traders However, in order to be useful, market price information must be: Local preferably from several local markets Updated daily Specific - exactly what is being supplied? Wholesale/retail? Dried or fresh? Some farmers suggested a service which connects straight with the buyers in order to cut out the walanguzi altogether
- 13. M4D Impact mAgri only one thing is really important When it comes to weather Farmers want to know when the rainy seasons (vuli and masika) will begin so that they can plant their seeds: too early and they will bake; too late and they may be washed away Some farmers listen to the weather forecasts on the radio, but find them too high level and arent always near the radio at the right time. They see the added value in having this service on their mobile. Daily forecasts are not seen as any more useful than looking out of the window A great weather service would to talk about rain things like temperature are not seen as so important cover a relevant area national is too big This service would be most important for the BOP farmers who cant afford irrigation
- 14. M4D Impact mAgri should be able to answer specific questions Agronomy information At a time of crisis (such as a new pest or disease outbreak), farmers would like somewhere to turn where they could solve their problems Advice on cash crops is not part of traditional knowledge so would be well accepted by the identified target segments The wealth of agronomy information available is like an encyclopaedia; a USSD menu with a two minute timeout is not the best way to offer this information Tech literate users struggled with the timeouts on the USSD menus; older users, especially women, struggled A call centre would be a valuable asset to such a service; users would be willing to pay to have their questions answered
- 15. M4D Impact mAgri allowed us to gain a richer experience of the target audience and fuller understanding of their needs Qualitative techniques Truly understanding these needs could be key to creating an Agri-VAS which really makes an impact for farmers and service providers. M4D Impact