Project overview
This project tests the application of the Dairy Attitudinal Farmer Segments (DAFS) to improve dairy change management projects and programs (Waters et al., 2009, Nettle et al., 2010). Three case studies (at a project, program and regional level) have been conducted and reviewed. These include: a DPIV ‘wet soils’ project, a regional ‘focus farm’ project (GippsDairy) and Dairy Australia’s feedbase program. Of specific interest is the value of using DAFS to provide relevant farmer characteristics that will influence the development of targeted messages, work with farmer preferences for information delivery and help understand the diversity of motivations toward change.
A second focus of the project was to explore opportunities to improve the efficiency of the DAFS method by testing the use of less attitudinal statements to establish DAFS segments and reviewing the characteristics that are measured. At this stage, there is no value in reducing the number or changing the attitudinal statements.
A third focus is to review the application of segmentation (DAFS and others) to change management drawing on case study examples from across Australia. DAFS have already been used in projects to explore the motivation and barriers to adoption of new technology, to quantify potential markets and to target communication strategies.
Outcomes targeted
This project seeks to improve the efficiency and effectiveness of the DAFS method in these areas, increasing its usefulness as a tool for the dairy industry.
Dairy industry projects and programs routinely apply DAFS (when feasible) to target and improve project design and delivery.
Outputs
A report outlining the experience of project teams in applying DAFS and a synthesis of the strengths, weakness, usefulness and barriers to applying DAFS to improve the reach and targeting of services to farmers has been developed. A guide has been produced for project teams in applying DAFS. Re‐analysis of the original data set has confirmed that reducing the number of attitudinal questions significantly reduces the power of the segments to explain practice change.
Project Duration
1 July 2011–30 July 2012
Research Group Leader/Key contact
A/Prof. Ruth Nettle
Other Personnel
Warwick Waters, Sean Kenny, Dr Don Thompson
Contact details
A/Prof. Ruth Nettle
T: 03 8344 4581
E: ranettle@unimelb.edu.au
Partnership details
Dairy Australia
Publications
A summary of the original findings from the DAFS project has been published. A final report from the project is available.