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Research, Recommendation and
Diffusion Domains: A Farming Systems
Approach to Targeting
Peter Wotowiec, Jr., Susan V. Poats, and Peter E. Hildebrand
TARGETING FARMING SYSTEMS ACrIVITIES: HOMOGENIZING VARIABILITY?
Inherent in the farming systems approach is the recognition of the variability of the complex circumstances farmers face while managing farms that are comprised of inter-related crop, animal, household, and off-farm enterprises. Diversity in farming systems must be recognized in developing appropriate technologies for the farmers that manage those systems. However, it is not practical to conduct research tailored specifically to a few individual farmers. Targeting entails the grouping together of similiar clientele so efforts can be sufficiently focused. Although the concept of targeting might seem contrary to the recognition of heterogeneity among farms, it is an essential component of the farming systems approach. When Farming Systems Research and Extension (FSR/E) practitioners target a group of farming systems as relatively homogeneous based on a few simple factors, the existing variability among farms is often not sufficiently considered. How can FSR/E teams define and target homogeneous groups of farming systems without losing sight of the heterogeneity among them? Farming systems practitioners take different positions on this issue (Cornick and Alberti 1985).
One perspective stresses the early definition of homogeneous groups of farmers using the recommendation domain concept to guide subsequent research activities. Collinson (1979, 1980), Gilbert et al. (1980), and Franzel (1985) advocate ex ante delineation of recommendation domains based on ieco-ary data and preliminary surveys, followed by a formal survey to refine the domain boundaries. Both Collinson and Franzel describe a technique of defining recommendation domains through interviews with extension agents and local authorities before actually initiating activities with farmers. Early definition of