A holistic approach—with farmer engagement at its core—focused on both getting digital experiences ready for farmers and getting farmers ready for digital experiences can enable agribusinesses to build a foundation that enhances farmers’ adoption of digital as organizations mature from “doing digital” to “being digital.”
Integrating the farmer’s voice in digital farming solutions
Balanced and upfront engagements with farmers about the prioritization of features and functionality in a digital solution creation journey can make a difference in the widespread adoption and success of initiatives that promote digital agriculture experiences.
Farmer personas—informed by details of farmer characteristics (demographics, innovativeness, knowledge, income bands/age, etc.), farm characteristics (farm size, land ownership/use, use of complementary technologies, internet access, etc.) and many other factors (Figure 1)—can influence the final product, its accessibility, acceptance and usage.