Transcript Document

Title
Subtitle
Our Company at a Glance
• 31 Full Time Professional Staff with backgrounds such as:
Physics
Mathematics
Statistics
Economics
Sociology
Psychology
Computer Science
Engineering
Commerce
Marketing Communications
80 trained call centre staff
15 seat call centre in Horsham, VIC.
Additional 30 seat call centre in Saskatoon, Canada;
Adhere to the rigorous quality control standards to maintain
the MRIA Gold Seal
• Members of ESOMAR
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Our Technology
We pride ourselves on our advanced
technology for collecting data
• Fully integrated Computer Assisted Telephone
Interviewing (CATI) platform and online data collection
system to do multimode research.
• Partnerships with other research companies for online
general population research around the world as well as
other hard to reach groups.
• Custom-built SMS survey platform.
• Online qualitative research solutions such as online focus
groups, bulletin boards and ethnographic studies.
Why we’re here
Insightrix has been very fortunate to work with
a range of Government groups and
Agriculture Businesses within Victoria and
Australia wide. We are familiar with all major
sectors of agriculture having worked on dairy,
grains, horticulture, viticulture, and livestock
projects.
We have expertise in “talking” with the
producers on a large scale, and capturing
their information.
Why research?
There are many reasons why companies
and governments contract us to
conduct research with farmers.
• To clearly target messages, products
and services to the farmers’ needs.
• To communicate the benefits of the
product or service in the clearest way
possible so the message is not lost.
Who we work with… to name a
few
Academic Researchers
Research Organisations
Government Organisations
Membership Organisations
Companies
Do you research within the agriculture
industry?
• What information are you most
interested in?
• What information do you already
have?
• How do you maximise the use of this
information?
• How is the information disseminated
through the industry?
• What are your barriers to research?
How we collect this information
• In Australia telephone surveys, coupled
with online and SMS are still the most
effective way to reach the farmer.
• Telephone surveys are cost prohibitive in
some cases, and in Ghana I am not sure
this would be the most cost effective way
to collect information. In Africa there is a
panel company that pays people to
participate in research projects, it uses
social media and mobile phones and has
a high success rate (company claim).
Market Research in Ghana
ESOMAR is the global market research
association. www.esomar.org
On the ESOMAR website you can find a list of
research providers, I found two Ghana
businesses. FACT International and Marketing
Support Consultancy both in Accra.
There are also many multinationals who do work
in a variety of African countries, and have
offices in South Africa and Kenya.
Data
•
There is no limit to what you can do with data, and how you can use
it to answer questions. The key is to let the data/respondent speak
and not push your own assumptions into the research.
•
We have put a lot of thought into the producer groups for the DEPI
and the segmentation of them, not by demographic variables but by
their attitudes, beliefs and motivators.
•
The goal of the DEPI is to provide training, information and support
with the intention of having primary producers increase their
production and productivity.
•
To encourage change in existing and engrained behaviours,
motivation is usually the barrier, not a lack of information. By
communicating with producers and targeting the information to
what motivates them, we have the best chance of eliciting change.
Some of our
research
projects…
DPI: Victoria Climate Change
Purpose
To understand the current practices and attitudes of agricultural
producers towards climate change and adaptation to climate variation.
Methodology
Telephone and online data collection.
Quotas were set by farming sector.
Year
Survey Type
Number of surveys
completed
2009
Baseline
1,503
2011
Follow-up
1,306
DPI: Victoria Climate Change
Analysis Method
• Combination of attitudinal statements using a principle components analysis
• Creation of typologies using a k-means segmentation method
• Longitudinal tracking of expected changes adopted to mitigate climate risk
• Assessment of barriers to adaptation
Results of the Research
• Attitudes to climate change shifted significantly since the 8 year drought broke and there
were changes in policy settings. In 2009 and 2011, about the same proportion of farmers
agreed that changes in climate and recent extreme weather are due to natural variability
rather than human-induced climate change. Yet in 2011 (when the drought broke),
Victorian farmers were less likely to view climate change as a serious problem or to take
climate change into account when considering their farming future.
• Fewer on-farm adaptations are now occurring in response to climate change and climate
variability. Farmers also indicated such adaptation actions are even less likely in the future.
• Farmers’ knowledge of climate drivers and on-farm greenhouse gas emissions had
markedly improved.
DPI: National Climate Change - Grains
To understand the current practices and attitudes of grains farmers
towards climate change and adaptation to climate variation.
Purpose
Methodology
Telephone and online data collection.
Quotas were set by climate zone.
Year
Survey
Type
Number of
surveys
completed
2011
Baseline
1,743
National Grain Producers Study
With this project we knew there were
approximately 26,093 grain growers in our target
areas. We had over 1800 completed surveys from
this sample.
These farms are large - average farm size among
respondents is 3,687 ha (9110 Acres) and producers
had an average of 2,803 head of livestock (sheep or
beef).
DPI: National Climate Change - Grains
Analysis Method
• Comparison of results by zone – Are farmers in high risk zones more likely to have
made on-farm changes than those in low-risk zones?
• Are there different farmer typologies? Do attitudes differ by zone?
• We used a range of attitudinal statements to come up with six segments
Results of the Research
Three segments which included their farm type, size, location, age, and
attitudes
DPI: Wimmera Mallee Pipeline
Purpose
To understand the attitudes towards the proposed Wimmera Mallee
Pipeline and overall sentiment towards the project.
To track practice change in the area with reliable access to water. Over
the longitudinal study, track initial intentions, adaptation or barriers to
adaptation, and implementation.
Methodology
Telephone and online data collection.
Year
2007
2008
2008
2009
2011
Population
Survey
Type
Farmers in SS1-5
Baseline
Farmers in SS1-5
Follow-up
Farmers in SS6
Baseline
Farmers in SS1-5 and SS6 Follow-up
Famers in SS1-5 and SS6 Follow-up
Number of
surveys
completed
527
249
221
300
200
DEPI Communication and
Programs
Initially the pipeline project was met with resistance as
many producers did not understand the operation or
cost to them from the infrastructure project. When this
was identified through the research the DPI and
GWMWater changed their communication tools, and
worked to improve the level of information provided
to the producer. With this the satisfaction with the
project steadily increased over the years.
Wimmera Pipeline Survey
Barriers to expansion
What this survey found over time, many producers had not even contemplated the
opportunities reliable access to water could provide. With some who had considered
the opportunities, a small few had intentions to change, but over time the plans were
rarely actioned.
No new large scale dairy, horticulture, or intensive livestock operations have started.
Livestock stocking rates did not change from 2007 to 2011, even with access to piped
water.
What was discovered in the course of data collection was the consolidation of farms was
significant with the sample revealing that approx. 20%-30% no longer were on the farm
or had the same telephone number.
With this we can assume that other market forces were at work,
retirement/consolidation, lack of financial resources after 8 years of drought to expand
or change the operation, lack of knowledge/skills to expand, barriers with labour and
regulations. This does not discount the value of the pipeline, and the confidence it
brings to farmers in the area, it just shows that we may have to extend the timeline from
which we expected to see significant change to agriculture in the area.
Thank you!
Avril Hogan, Director – Insightrix Research Pty. Ltd.
[email protected]
Briana Brownell, Manager of Analytics
[email protected]
Phases of change
Title
Selection
Pre-contemplation
Did not consider this change
Non-contemplation
Decided not to make this change
Contemplation
Discussed the idea informally
Plan
Started to make formal plans
Decision
Decided to go ahead with the change
Action
Already started to make the change
Maintenance
Change has been made
DPI: Victoria Climate Change
Purpose
To understand the current practices and attitudes of agricultural
producers towards climate change and adaptation to climate variation.
Methodology
Telephone and online data collection.
Quotas were set by farming sector.
Year
Survey Type
Number of surveys
completed
2009
Baseline
1,503
2011
Follow-up
1,306
DPI: Victoria Climate Change
Agreement with…
Farming is a business just
like any other business
I value knowing about, using new
technology as it becomes available
Increasing the profitability
or net worth of my farm is
very important to me
Factor 1: Forward-thinking
I farm because it is my
preferred occupation
Disagreement with…
Factor 2:
Risk-taking
I am unlikely to heavily borrow to
finance increasing the size of my farm
I am unlikely to heavily borrow to finance
diversifying my farming activities
Disagreement with…
Factor 3: Self-reliance
I rely on my own knowledge and experience
when making farming decisions
Agreement with…
I prefer to leave experimenting with
new ideas to someone else
I like to plan ahead when
managing my farm
I take a long term view of
farming as an investment
Agreement with…
I am happy with my farm as it is
I am open to new ideas and
alternatives about farming
Factor 4:
Conventionalism
To manage my farm better I
need more knowledge and
information
I farm because I am committed to its
tradition in our family
DPI: Victoria Climate Change
Agreement with…
Weather-related Factors
Greenhouse gas emissions from
human activity are responsible for
global warming
Factor 1:
Anthropogenic
Climate Change
Average temperatures increasing
by a few degrees concerns me
Disgreement with…
The current extended dry period is
part of natural climate variability
Our average rainfall will return
soon
Agreement with…
More high pressure systems
are dominating Victoria’s
weather patterns
Rainfall systems and climate seem to be
shifting southwards
Factor 2:
Changing
Weather
The rainfall and runoff on my farm
has reduced in the last 10 years
The growing seasons in my district
are changing
DPI: Victoria Climate Change
Style 1
Style 2
Style 3
Style 4
390
(26.0%)
262
(17.4%)
437
(29.1%)
413
(27.5%)
Med
Very low
Very high
Med
Risk taking
Very low
Very high
Very high
Very low
Self-reliance
Very high
Low
Med
Low
Conventionalism
Very high
Low
Med
Low
Anthropogenic Climate
Change
Low
Med
Med
High
Changing Weather
Med
Low
Med
Med
Cluster size
Forward thinking
DPI: Victoria Climate Change
• We also found…
% who are aware of ….
Awareness of climate drivers increased
DPI: Victoria Climate Change
• We also found…
Attitudes towards climate change shifted
DPI: Victoria Climate Change
• We also found…
Adoption of adaptation behaviours declined
DPI: Victoria Climate Change
• Questions we are asking now:
– Can the segmentation be simplified?
• Can we reduce the number of statements and still get
a valid segmentation analysis?
– Are the segments stable over time?
• If we run the segmentation again, two years after, will
we get the same segments?
– Are the same or similar styles found in other
samples?
• Does running the analysis for Grains farmers, Dairy
farmers etc. yield the same results?
National response by farm size
10000 ha or greater
9000-9999 ha
6.0 %
0.5 %
8000-8999 ha
3.2 %
7000-7999 ha
1.7 %
6000-6999 ha
4.6 %
5000-5999 ha
5.4 %
4000-4999 ha
8.3 %
3000-3999 ha
8.7 %
2000-2999 ha
14.5 %
1500-1999 ha
8.8 %
1000-1499 ha
12.8 %
500-999 ha
12.9 %
Less than 500 ha
Unknown
0.0 %
12.1 %
0.6 %
5.0 %
10.0 %
15.0 %
20.0 %
DPI: Victoria Climate Change
Style 1
The central characteristics of Style 1 are their high scores in self-reliance and conventionalism coupled
with a low score for risk-taking. Members of this group rely on their traditional methods for farming
and their interest in new approaches to farming is low.
Members of this farming style tend to be older, on average, and of the four clusters they have the
second largest farms.
Of the four styles, members of this typology are the least likely to attribute climate change to human
factors and to be concerned about climate variability. However, they do tend to recognise climate
variability in their region.
Style 2
Style 2 producers have an inclination to take risks including borrowing heavily to finance diversification
or to increase their farm size. Although experimental, they do not hold traditional views of farming
and take a short-term view of the occupation.
This cluster comprises a high percentage of peri-urban farmers. Producers in this group tend to have
smaller farms, receive only a minority of their income on-farm, and do not work full-time hours on
their farm.
In terms of their view about the changing weather in Victoria, members of Style 2 are the least likely to
agree that they have observed weather variations in their area.
DPI: Victoria Climate Change
Style 3
With a long-term view of farming, members of style 3 plan ahead in their operation, view farming as
an investment and consider increasing their farm’s profitability to be important. Coupled with this,
they place value about knowing about and using new technology as well as being open to new ideas
about farming. They also show a willingness to borrow in order to finance diversification initiatives or
to increase the size of their farm.
Few of these producers are peri-urban farmers. Members of this style tend to have the largest farms
and are, on average, the youngest.
Style 3 producers did not show a major difference from the average both in terms of their beliefs
about anthropogenic climate change or climate variation.
Style 4
Style 4 producers are very risk-averse and are quite unlikely to borrow to diversify or increase their
farm size. They also show low levels of self-reliance and conventionalism, suggesting that their
methods are not yet established and are open to ideas about farming from outside sources.
Many members of this typology are peri-urban farmers and on average, Style 4 producers have the
smallest farms. In addition to this, Style 4 producers tend to be the most educated, on average.
In terms of beliefs about climate change, Style 4 producers tend to have a higher level of agreement
that human activity is the cause of global warming and that climate change is a serious problem.
National Grain Producers
Style 1 – Progressive, adaptive and have undertaken change
Style 1 farmers have largest farms, tend to be younger, more educated and a member of a discussion
group. These respondents want to give their children the opportunity to farm and are most likely to be
planning changes. They are most likely to have changed the business/management structure of the
farm, leased or bought more land in other regions to spread their risk, and are most likely to have
started a new enterprise, or will do so in the future. These respondents are in growth mode.
National Grain Producers
Style 2 – Climate change believer but have made little progress or change, phasing out of farming
Style 2 farmers have smallest farms, highest percentage of income earned off-farm (away from the
farm), middle aged and mid-level education, less likely to be a member of a farming group. They are
unlikely to heavily borrow to increase the size of the farm, or to diversify their farming activities. Little
action in regard to climate change. They are most likely to reduce the size of their farm or intend to do
so in the future.
National Grain Producers
Style 3 – Traditional methods, they see the need to change, planning changes but minor progress so
far
Style 3 – these respondents are the medium sized farms, they tend to be older, and less
educated. They are less likely to be members of a farming group. They are planning
changes, but are low in action (dry sowing, long fallow, nitrogen applications to manage
seasonal variability, GPS usage, no-till, changing business structure/management). These
respondents do not take climate change into account when planning their cropping
programs.
They do not like to experiment with new ideas, they rely on their own knowledge of
farming and do not seek out other information, they would like to give their children the
opportunity to farm, but are unlikely to borrow to increase farm size, or diversify their
activities.