The "market, message, means of communication" framework was tested in a case study, "adoption of rootstocks. It involved growing grapes for the wine industry and researchers found it a useful tool for ensuring that information is collected, analyzed, and used to inform extension program design.
Findings prompt researchers to recommend the use of information and communications technologies with conventional approaches in conservation agriculture knowledge networks.
Addressed the effectiveness of extension delivery methods used by the Department of Agriculture and Fisheries beef extension team in enabling change in producer practice. Findings were based on a survey of randomly selected producers who had engaged with the project from 2011 to 2015. "This analysis has shown the value in conducting a robust evaluation program both for demonstrating practice change and informing future extension programs."
11 pages., Authors focus on the Australian perspective and draw on a detailed global context to better understand how research might inform the use of creative non-fiction storytelling to aid new technology development.