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.
Report of the Online Farm Trials Project developed to "bring national grains research data and information directly to the grower, agronomist, researcher, the grains industry, and the community through through innovative online technology."
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.
