Household-specific targeting of agricultural advice via mobile phones: Feasibility of a minimum data approach for smallholder context

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cg.authorship.typesCGIAR and developing country instituteen_US
cg.contributor.affiliationBioversity Internationalen_US
cg.contributor.affiliationLeibniz Centre for Agricultural Landscape Research, Germanyen_US
cg.contributor.affiliationInternational Livestock Research Instituteen_US
cg.contributor.affiliationHumboldt Universitat zu Berlinen_US
cg.contributor.affiliationTanzania Agricultural Research Instituteen_US
cg.contributor.affiliationMekelle Universityen_US
cg.contributor.affiliationLutheran World Reliefen_US
cg.contributor.affiliationUniversity of Yorken_US
cg.contributor.crpRoots, Tubers and Bananasen_US
cg.coverage.countryEthiopiaen_US
cg.coverage.countryKenyaen_US
cg.coverage.countryTanzaniaen_US
cg.coverage.iso3166-alpha2ETen_US
cg.coverage.iso3166-alpha2KEen_US
cg.coverage.iso3166-alpha2TZen_US
cg.coverage.regionEastern Africaen_US
cg.creator.identifierJonathan Steinke: 0000-0001-5742-702Xen_US
cg.creator.identifierJeske van de Gevel, PhD: 0000-0002-9637-9099en_US
cg.creator.identifierJacob van Etten: 0000-0001-7554-2558en_US
cg.creator.identifierMark van Wijk: 0000-0003-0728-8839en_US
cg.identifier.doihttps://doi.org/10.1016/j.compag.2019.05.026en_US
cg.isijournalISI Journalen_US
cg.issn0168-1699en_US
cg.journalComputers and Electronics in Agricultureen_US
cg.reviewStatusPeer Reviewen_US
cg.subject.bioversityAGRICULTURAL EXTENSIONen_US
cg.subject.bioversityINFORMATION AND COMMUNICATION TECHNOLOGIES (ICTS)en_US
cg.subject.bioversityFARMERSen_US
cg.volume162en_US
dc.contributor.authorSteinke, Jonathanen_US
dc.contributor.authorOnyango Achieng, Jerushaen_US
dc.contributor.authorHammond, Jamesen_US
dc.contributor.authorKebede, Selamawit S.en_US
dc.contributor.authorMengistu, Dejene Kassahunen_US
dc.contributor.authorMgimiloko, Majuto Gasparen_US
dc.contributor.authorMohammed, Jemal N.en_US
dc.contributor.authorMusyoka, Josephen_US
dc.contributor.authorSieber, Stefanen_US
dc.contributor.authorGevel, Jeske M.J, van deen_US
dc.contributor.authorWijk, Mark T. vanen_US
dc.contributor.authorEtten, Jacob vanen_US
dc.date.accessioned2019-06-18T09:52:26Zen_US
dc.date.available2019-06-18T09:52:26Zen_US
dc.identifier.urihttps://hdl.handle.net/10568/101593en_US
dc.titleHousehold-specific targeting of agricultural advice via mobile phones: Feasibility of a minimum data approach for smallholder contexten_US
dcterms.abstractIn recent years, agricultural extension services in developing countries have increasingly introduced modern information and communication technologies (ICT) to deliver advice. But to realize efficiency gains, digital applications may need to address heterogeneous information needs by targeting agricultural advisory contents in a household-specific way. We explore the feasibility of an automated advisory service that collects household data from farmers, for example through the keypads of conventional mobile phones, and uses this data to prioritize agricultural advisory messages accordingly. To reduce attrition, such a system must avoid lengthy inquiry. Therefore, our objective was to identify a viable trade-off between low data requirements and useful household-specific prioritizations of advisory messages. At three sites in Ethiopia, Kenya, and Tanzania in-dependently, we collected experimental preference rankings from smallholder farmers for receiving information about different agricultural and livelihood practices. At each site, we identified socio-economic household variables that improved model-based predictions of individual farmers’information preferences. We used the models to predict household-specific rankings of information options based on 2–4 variables, requiring the farmer to answer between 5 and 10 questions through an ICT interface. These predicted rankings could inform household-specific prioritizations of advisory messages in a digital agro-advisory application. Household-specific “top 3” options suggested by the models were better-fit to farmers’preferences than a random selection of 3 options by 48–68%, on average. The analysis shows that relatively limited data inputs from farmers, in a simple format, can be used to increase the client-orientation of ICT-mediated agricultural extension. This suggests that household-specific prioritization of agricultural advisory messages through digital two-way communication is feasible. In future digital agricultural advisory applications, collecting little data from farmers at each interaction may feed into learning algorithms that continuously improve the targeting of advice.en_US
dcterms.accessRightsOpen Accessen_US
dcterms.audienceScientistsen_US
dcterms.bibliographicCitationSteinke, J.; Onyango Achieng, J.; Hammond, J.; Kebede, S.S.; Mengistu, D.K.; Mgimiloko, M.G.; Mohammed, J.N.; Musyoka, J.; Sieber, S.; van de Gevel, J.; van Wijk, M.; van Etten, J. (2019) Household-specific targeting of agricultural advice via mobile phones: Feasibility of a minimum data approach for smallholder context. Computers and Electronics in Agriculture 162 p. 991-1000. ISSN: 0168-1699en_US
dcterms.extentp. 991-1000en_US
dcterms.issued2019-07en_US
dcterms.languageenen_US
dcterms.licenseCC-BY-NC-ND-4.0en_US
dcterms.publisherElsevieren_US
dcterms.subjectagricultural extensionen_US
dcterms.subjectinformation and communication technologies (icts)en_US
dcterms.subjectfarmersen_US
dcterms.subjecthouseholdsen_US
dcterms.subjectadvisory servicesen_US
dcterms.typeJournal Articleen_US

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