Other Learnings from the Field

Our approach is one of discovery, aiming to drive effective behavior change through repeated testing and model optimization using cutting-edge research techniques. We rely on A/B testing and extensive piloting to upgrade content continuously and to improve the farmer user experience. 

Our research efforts also include scoping studies and analysis of third-party data. We present some of our most recent evidence from the field below. 

Farmers listen to more advice when asked for call preference in advance 

A/B test (Gujarat, India)


A customized mobile phone-based extension service for coffee growers 

Project report (Karnataka, India)


Evaluation of a nationwide government voice-based agricultural advisory service 

Project report (Ethiopia)

The Agricultural Transformation Agency (ATA), a government agency in Ethiopia, commissioned PAD to conduct a diagnostic assessment of its interactive voice response (IVR) mobile advisory platform. Since 2014, this "Farmers' Hotline" has reached more than 4 million farmers with agricultural advisory information on 21 high priority crops such as maize, barley, and teff. PAD conducted rigorous analysis of how farmers use the service and provided ATA with a set of actionable recommendations on how to improve the user acquisition, content, user experience, and user retention of the service. PAD is now working with ATA to implement the highest priority recommendations and iteratively improving the service design using A/B tests.


Using mobile phones to complement soil health card distribution 

In-depth analysis (Gujarat, India)

Research shows that the reach of traditional in-person agricultural extension services in India is far from universal. We also find that the distribution of physical "soil health cards," a priority of several governments in the region, could be made more effective by complementing with ICT approaches, including audio and video messages that explain the contents and recommendations to farmers. 


Do branded input recommendations affect farmer trust in advice?

A/B test (Bangladesh)


Learn more about what farmers and others are saying about our work.