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1. A little bit about us… Title Subtitle

2. Our Company at a Glance Physics Economics • 31 Full Time Professional Staff with backgrounds such as: • 80 trained call centre staff • 15 seat call centre in Horsham, VIC. • Additional 30 seat call centre in Saskatoon, Canada; • Adhere to the rigorous quality control standards to maintain the MRIA Gold Seal • Members of ESOMAR Engineering Mathematics Sociology Commerce Computer Science Statistics Psychology Marketing Communications

3. Our Technology We pride ourselves on our advanced technology for collecting data • Fully integrated Computer Assisted Telephone Interviewing (CATI) platform and online data collection system to do multimode research. • Partnerships with other research companies for online general population research around the world as well as other hard to reach groups. • Custom-built SMS survey platform. • Online qualitative research solutions such as online focus groups, bulletin boards and ethnographic studies.

4. Why we’re here Insightrix has been very fortunate to work with a range of Government groups and Agriculture Businesses within Victoria and Australia wide. We are familiar with all major sectors of agriculture having worked on dairy, grains, horticulture, viticulture, and livestock projects. We have expertise in “talking” with the producers on a large scale, and capturing their information.

5. Why research? There are many reasons why companies and governments contract us to conduct research with farmers. • To clearly target messages, products and services to the farmers’ needs. • To communicate the benefits of the product or service in the clearest way possible so the message is not lost.

6. Who we work with… to name a few Academic Researchers Government Organisations Membership Organisations Research Organisations Companies

7. Do you research within the agriculture industry? • What information are you most interested in? • What information do you already have? • How do you maximise the use of this information? • How is the information disseminated through the industry? • What are your barriers to research?

8. How we collect this information • In Australia telephone surveys, coupled with online and SMS are still the most effective way to reach the farmer. • Telephone surveys are cost prohibitive in some cases, and in Ghana I am not sure this would be the most cost effective way to collect information. In Africa there is a panel company that pays people to participate in research projects, it uses social media and mobile phones and has a high success rate (company claim).

9. Market Research in Ghana ESOMAR is the global market research association. www.esomar.org On the ESOMAR website you can find a list of research providers, I found two Ghana businesses. FACT International and Marketing Support Consultancy both in Accra. There are also many multinationals who do work in a variety of African countries, and have offices in South Africa and Kenya.

10. Data • There is no limit to what you can do with data, and how you can use it to answer questions. The key is to let the data/respondent speak and not push your own assumptions into the research. • We have put a lot of thought into the producer groups for the DEPI and the segmentation of them, not by demographic variables but by their attitudes, beliefs and motivators. • The goal of the DEPI is to provide training, information and support with the intention of having primary producers increase their production and productivity. • To encourage change in existing and engrained behaviours, motivation is usually the barrier, not a lack of information. By communicating with producers and targeting the information to what motivates them, we have the best chance of eliciting change.

11. Some of our research projects…

12. DPI: Victoria Climate Change Purpose To understand the current practices and attitudes of agricultural producers towards climate change and adaptation to climate variation. Telephone and online data collection. Quotas were set by farming sector. Methodology

13. DPI: Victoria Climate Change Analysis Method • Combination of attitudinal statements using a principle components analysis • Creation of typologies using a k-means segmentation method • Longitudinal tracking of expected changes adopted to mitigate climate risk • Assessment of barriers to adaptation Results of the Research • Attitudes to climate change shifted significantly since the 8 year drought broke and there were changes in policy settings. In 2009 and 2011, about the same proportion of farmers agreed that changes in climate and recent extreme weather are due to natural variability rather than human-induced climate change. Yet in 2011 (when the drought broke), Victorian farmers were less likely to view climate change as a serious problem or to take climate change into account when considering their farming future. • Fewer on-farm adaptations are now occurring in response to climate change and climate variability. Farmers also indicated such adaptation actions are even less likely in the future. • Farmers’ knowledge of climate drivers and on-farm greenhouse gas emissions had markedly improved.

14. DPI: National Climate Change - Grains Purpose To understand the current practices and attitudes of grains farmers towards climate change and adaptation to climate variation. Methodology Telephone and online data collection. Quotas were set by climate zone.

15. National Grain Producers Study With this project we knew there were approximately 26,093 grain growers in our target areas. We had over 1800 completed surveys from this sample. These farms are large - average farm size among respondents is 3,687 ha (9110 Acres) and producers had an average of 2,803 head of livestock (sheep or beef).

16. DPI: National Climate Change - Grains Analysis Method • Comparison of results by zone – Are farmers in high risk zones more likely to have made on-farm changes than those in low-risk zones? • Are there different farmer typologies? Do attitudes differ by zone? • We used a range of attitudinal statements to come up with six segments Results of the Research Three segments which included their farm type, size, location, age, and attitudes

17. DPI: Wimmera Mallee Pipeline To understand the attitudes towards the proposed Wimmera Mallee Pipeline and overall sentiment towards the project. To track practice change in the area with reliable access to water. Over the longitudinal study, track initial intentions, adaptation or barriers to adaptation, and implementation. Purpose Methodology Telephone and online data collection.

18. DEPI Communication and Programs Initially the pipeline project was met with resistance as many producers did not understand the operation or cost to them from the infrastructure project. When this was identified through the research the DPI and GWMWater changed their communication tools, and worked to improve the level of information provided to the producer. With this the satisfaction with the project steadily increased over the years.

19. Wimmera Pipeline Survey Barriers to expansion What this survey found over time, many producers had not even contemplated the opportunities reliable access to water could provide. With some who had considered the opportunities, a small few had intentions to change, but over time the plans were rarely actioned. No new large scale dairy, horticulture, or intensive livestock operations have started. Livestock stocking rates did not change from 2007 to 2011, even with access to piped water. What was discovered in the course of data collection was the consolidation of farms was significant with the sample revealing that approx. 20%-30% no longer were on the farm or had the same telephone number. With this we can assume that other market forces were at work, retirement/consolidation, lack of financial resources after 8 years of drought to expand or change the operation, lack of knowledge/skills to expand, barriers with labour and regulations. This does not discount the value of the pipeline, and the confidence it brings to farmers in the area, it just shows that we may have to extend the timeline from which we expected to see significant change to agriculture in the area.

20. Thank you! Avril Hogan, Director – Insightrix Research Pty. Ltd. Avril.Hogan@insightrix.com Briana Brownell, Manager of Analytics Briana.Brownell@insightrix.com

21. Phases of change

22. DPI: Victoria Climate Change Purpose To understand the current practices and attitudes of agricultural producers towards climate change and adaptation to climate variation. Telephone and online data collection. Quotas were set by farming sector. Methodology

23. DPI: Victoria Climate Change Factor 1: Forward-thinking Agreement with… I am open to new ideas and alternatives about farming I value knowing about, using new technology as it becomes available Farming is a business just like any other business I like to plan ahead when managing my farm Increasing the profitability or net worth of my farm is very important to me I farm because it is my preferred occupation I take a long term view of farming as an investment Disagreement with… Factor 2: Risk-taking I am unlikely to heavily borrow to finance diversifying my farming activities I am unlikely to heavily borrow to finance increasing the size of my farm Factor 3: Self-reliance Disagreement with… Agreement with… I am happy with my farm as it is To manage my farm better I need more knowledge and information I rely on my own knowledge and experience when making farming decisions Agreement with… Factor 4: Conventionalism I farm because I am committed to its tradition in our family I prefer to leave experimenting with new ideas to someone else

24. DPI: Victoria Climate Change Disgreement with… Factor 1: Anthropogenic Climate Change Agreement with… Weather-related Factors Greenhouse gas emissions from human activity are responsible for global warming The current extended dry period is part of natural climate variability Our average rainfall will return soon Average temperatures increasing by a few degrees concerns me Agreement with… Factor 2: Changing Weather The rainfall and runoff on my farm has reduced in the last 10 years More high pressure systems are dominating Victoria’s weather patterns The growing seasons in my district are changing Rainfall systems and climate seem to be shifting southwards

25. DPI: Victoria Climate Change

26. DPI: Victoria Climate Change • We also found… % who are aware of …. Awareness of climate drivers increased

27. DPI: Victoria Climate Change • We also found… Attitudes towards climate change shifted

28. DPI: Victoria Climate Change • We also found… Adoption of adaptation behaviours declined

29. DPI: Victoria Climate Change • Questions we are asking now: • Can the segmentation be simplified? • Can we reduce the number of statements and still get a valid segmentation analysis? • Are the segments stable over time? • If we run the segmentation again, two years after, will we get the same segments? • Are the same or similar styles found in other samples? • Does running the analysis for Grains farmers, Dairy farmers etc. yield the same results?

30. National response by farm size

31. DPI: Victoria Climate Change Style 1 The central characteristics of Style 1 are their high scores in self-reliance and conventionalism coupled with a low score for risk-taking. Members of this group rely on their traditional methods for farming and their interest in new approaches to farming is low. Members of this farming style tend to be older, on average, and of the four clusters they have the second largest farms. Of the four styles, members of this typology are the least likely to attribute climate change to human factors and to be concerned about climate variability. However, they do tend to recognise climate variability in their region. Style 2 Style 2 producers have an inclination to take risks including borrowing heavily to finance diversification or to increase their farm size. Although experimental, they do not hold traditional views of farming and take a short-term view of the occupation. This cluster comprises a high percentage of peri-urban farmers. Producers in this group tend to have smaller farms, receive only a minority of their income on-farm, and do not work full-time hours on their farm. In terms of their view about the changing weather in Victoria, members of Style 2 are the least likely to agree that they have observed weather variations in their area.

32. DPI: Victoria Climate Change Style 3 With a long-term view of farming, members of style 3 plan ahead in their operation, view farming as an investment and consider increasing their farm’s profitability to be important. Coupled with this, they place value about knowing about and using new technology as well as being open to new ideas about farming. They also show a willingness to borrow in order to finance diversification initiatives or to increase the size of their farm. Few of these producers are peri-urban farmers. Members of this style tend to have the largest farms and are, on average, the youngest. Style 3 producers did not show a major difference from the average both in terms of their beliefs about anthropogenic climate change or climate variation. Style 4 Style 4 producers are very risk-averse and are quite unlikely to borrow to diversify or increase their farm size. They also show low levels of self-reliance and conventionalism, suggesting that their methods are not yet established and are open to ideas about farming from outside sources. Many members of this typology are peri-urban farmers and on average, Style 4 producers have the smallest farms. In addition to this, Style 4 producers tend to be the most educated, on average. In terms of beliefs about climate change, Style 4 producers tend to have a higher level of agreement that human activity is the cause of global warming and that climate change is a serious problem.

33. National Grain Producers Style 1 – Progressive, adaptive and have undertaken change Style 1 farmers have largest farms, tend to be younger, more educated and a member of a discussion group. These respondents want to give their children the opportunity to farm and are most likely to be planning changes. They are most likely to have changed the business/management structure of the farm, leased or bought more land in other regions to spread their risk, and are most likely to have started a new enterprise, or will do so in the future. These respondents are in growth mode.

34. National Grain Producers Style 2 – Climate change believer but have made little progress or change, phasing out of farming Style 2 farmers have smallest farms, highest percentage of income earned off-farm (away from the farm), middle aged and mid-level education, less likely to be a member of a farming group. They are unlikely to heavily borrow to increase the size of the farm, or to diversify their farming activities. Little action in regard to climate change. They are most likely to reduce the size of their farm or intend to do so in the future.

35. National Grain Producers Style 3 – Traditional methods, they see the need to change, planning changes but minor progress so far Style 3 – these respondents are the medium sized farms, they tend to be older, and less educated. They are less likely to be members of a farming group. They are planning changes, but are low in action (dry sowing, long fallow, nitrogen applications to manage seasonal variability, GPS usage, no-till, changing business structure/management). These respondents do not take climate change into account when planning their cropping programs. They do not like to experiment with new ideas, they rely on their own knowledge of farming and do not seek out other information, they would like to give their children the opportunity to farm, but are unlikely to borrow to increase farm size, or diversify their activities.