Trainees in the AGRISPARK project have been urged to ensure the outreach materials prepared for farmers are clear, practical, and accessible through effective audience analysis, they were guided by using simple language, relevant examples, and visuals to enhance farmers’ understanding and application of agricultural knowledge.
The remark has been made by co-researcher in the AGRISPARK project, Dr. Nicholous Mwalukasa when shaping project students’ understanding on audience analysis and engagement with farming communities before starting preparing outreach materials for farmers
Co-researcher in the AGRISPARK project, Dr. Nicholous Mwalukasa speaking to students during the training
Dr. Mwalukasa conducted an interactive session, equipping students with vital skills to effectively reach and communicate with farmers and emphasized the importance of understanding farmers’ needs, challenges, and information preferences to improve agricultural knowledge dissemination.
During the session, students were introduced to various methods of audience analysis, including surveys, interviews, and focus group discussions where he highlighted that for agricultural information to be impactful, it must be tailored to the specific needs of farmers based on factors such as location, farming practices, literacy levels, and access to communication technologies, needs analysis behavior change, Psychographics analysis.
Students following the training before visiting farmers in the Project study areas
“Producing agricultural content is not enough but understanding the audience ensures that the information is relevant and actionable” He Emphasized.
In addition to theoretical knowledge, students were engaged in practical exercises to sharpen their skills by tasked to conduct and designing sample audience analysis by using questionnaires filled by farmers in the project areas during the preliminary study to conduct the audience analysis.
Dr. Mwalukasa guided them on how to phrase questions effectively, actively listen, and interpret responses accurately where these exercises helped students gain confidence and competence in gathering valuable insights directly from farmers.
Students following the training before visiting farmers in the Project study areas
“Different farmers have varying levels of access to information, ranging from traditional media like radio and extension officers to digital platforms such as mobile apps and social media, you must consider multiple channels when disseminating agricultural knowledge, ensuring that information reaches farmers in the most accessible and comprehensible manner” He Explained.
Training, students expressed their appreciation for the valuable insights gained from Dr. Mwalukasa and they acknowledged that audience analysis and effective engagement are crucial components of agricultural extension and communication.
The AGRISPARK project continues to play a pivotal role in bridging the gap between research and farming communities, ensuring that agricultural information is delivered in a way that is practical, accessible, and beneficial to farmers.
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