GeoPoll and Resourced are happy to launch a brand new multi-year research that sheds mild on how farmers in Kenya and Uganda uncover, consider, and undertake improved maize and bean varieties. Carried out underneath the Seed Advertising Insights & Adoption (SMIA) program, this analysis supplies one of the complete demand-side views on seed decision-making in East Africa, at a time when resilient, high-performing seed is extra important than ever for meals safety and agricultural economics.
Overlaying three waves of knowledge assortment from the 2023 baseline to the 2025 endline, the research tracks the evolution of farmer habits throughout consciousness, selection switching, most popular traits, buying obstacles, advertising and marketing sources, and model engagement. The findings present a altering panorama, the place digital channels are rising, conventional networks are shifting, and farmers have gotten extra knowledgeable and intentional of their seed decisions.
What the Report Covers
This new report supplies a complete image of how farmers make seed choices throughout Kenya and Uganda. It explores the total journey — from consciousness and belief, to selection switching, buying habits, advertising and marketing channels, and engagement preferences. The evaluation covers:
- Seed sources and entry pathways: How farmers get hold of maize and bean seed, and the way sourcing patterns have developed throughout the three waves.
- Obstacles to buying improved seed: Monetary, trust-related, and availability challenges that have an effect on adoption.
- Web Promoter Scores (Advocate and Data): How farmers understand the varieties they use — and the way nicely they’ll recall particular manufacturers or names.
- Selection switching habits: Who switches, why they swap, why they don’t, and the way ceaselessly switching happens.
- Most popular traits and efficiency priorities: What farmers worth most, from yield and drought tolerance to maturity and vigor.
- Advertising and knowledge channels: Which platforms and communication channels affect farmers, together with the rise of digital advertising and marketing and the secure significance of radio.
- Social media utilization and engagement preferences
- How farmers use Fb, WhatsApp, and different platforms, and which channels they like for interacting with seed corporations.
- Most most popular methods to have interaction with seed corporations
- How farmers need corporations to speak with them, from coaching occasions and demos to digital channels.
These sections collectively present an entire, accessible, and actionable image of how the seed market is evolving from the farmer’s perspective.
Obtain the Full Report
The total report supplies evaluation, demographic profiles, cross-country comparisons, and proposals for constructing belief, driving adoption, and strengthening advertising and marketing methods.
Interactive Dashboard
To enrich the report, dig into this dynamic, interactive dashboard the place you possibly can discover traits by crop, nation, age group, gender, and different demographics.
Contact Us
For extra details about this mission, get clarifications on any part within the knowledge, or to be taught extra about our capabilities, please be at liberty to contact GeoPoll.
