Using a market segmentation approach to better target agricultural extension Programs-Aligning learner needs with learning programs

Abstract

Agricultural Extension has traditionally been based on the assumption that farmers' have similar learning needs and styles, whatever the subject matter. In this article we argue that undertaking market segmentation can greatly enhance the value of the Extension program by better aligning participant needs with program objectives and delivery modes. We outline a case study from New Zealand where market segmentation was used to inform the design of an Extension program for sheep and beef farmers on feed planning. A series of four differentiated workshops were developed. Early evaluation indicates that this approach is well received by farmers. © by Extension Journal, Inc.