5 O c t o b e r 0 1 7

Gender and Social Targetingin Plant Breeding

A l a s t a i r O r r , C i n d y C o x , J a c q u i A s h b y

Breeding Cycle – Main Stages

Social targeting and demand analysis

Setting breeding priorities/objectives

Generation/Identification of new variation

Selection in segregating populations

Testing experimental

varieties

Releasing new varieties

Seed production and distribution

Introduction

G.Smith/CIAT

BackgroundPapercommissionedforthisWorkshop,tobeuploadedonWOCwebsite

Objectivesofthispresentation:Ø SharedraftpaperØ UsefulideasfromPenangWorkshopØ Yourfeedbackneededtohelpfinalizethepaper

Aworkinprogress….!

What’s ahead

G.Smith/CIAT

TheproblemAconceptualframeworkApplicationtobreedingprogramsDesigningtargetingstudiesUsinglargedatasetsConclusions

The problem: how to make breeding programs more customer-driven?

G.Smith/CIAT

Breedingprogramsforresource-poorfarmershavelimitedinformationabouttheirclientsandtheirclients’preferences

Why?Ø Nomarketindicators• sales• marketshare• InstantfeedbackfromsalesteamsØ Small-scalestudies,not

representativeatnational,agro-ecosystemlevels

Ø Nodisaggregation(poor/non-poor,gender)

Conceptual framework: use a marketing approach

G.Smith/CIAT

Segmenting:Identifymarketsegments(“ahomogeneousgroupofconsumerswithauniquesetofpreferences”)

“Market”notnecessarilyacommercialmarket,canbeforhomeconsumption

Targeting:selectmarketsegment(s)forspecificproducts

Largeconsumerdatabasestoidentifymarketsegmentsandpreferences:eg.LMS,TargetGroupIndex

Example:TheCIATBeanProgramusedLCMforKenyatotargettheurban/middle-classmarketandparticipation(‘immersion’)tolearnpreferencesforpre-cookedbeans

The Segmenting-Targeting-Positioning (STP) Framework

G.Smith/CIAT

S:Segmentingthemarket

1.Definethemarket

2.Selectbasesforsegmentation

3.Validatethesegments

T:Targetingspecificmarketsegments

4.Constructsegmentprofiles

5.Evaluatemarketattractivenessofsegments

6.Identifywhichandhowmanysegmentstotarget

P:Positioningproductswithtargetmarketsegments

7.Developpositioningstrategy

8.Designappropriatemarketingmixtocommunicatepositioning

Application to breeding programs: Segment the market

G.Smith/CIAT

Steps Description Datarequired

1.Definethemarket Genericmarket:aggregatemarketforaproduct

Relevantmarket:boundarytoguidebreedingprogram

Definedmarket:existingcustomers,potentialcustomers

Target countries,

Agro-ecosystems,

Area planted to crop

Value chains for crop

End uses for crop2.Selectbasesforsegmentation Geographic(where?)

Demographic(who?)

Behavioral(why?)

Region, state

Age,maritalstatus,gender,ethnicity,income,occupation,consumption/sale

Enduses,traitpreferences

3.Validatethesegments Measurable

Substantial

Accessible

Differentiable(responddifferentlytomarketstimuli);

Actionable(programcanbedesignedtoservethemarket);

Size

Purchasing power,

profitability

Growth rate

Location

Distance to market

Application to breeding programs: Target the market

G.Smith/CIAT

Steps Description Datarequired

5.Evaluatemarketattractivenessofsegments

Excludesegmentswithlownumbersofpoorgrowers,sellers,processors

Absolute number of poor and non-poor growers, sellers, processors

Size of segments,

growth rate,

number of resource-poor growers,

location,

distance to market

6.Identifywhichandhowmanysegmentsshouldbetargeted

Comparesegmentswithresource-poorgrowers,sellers,processors

Gender and social targeting

G.Smith/CIAT

Primarytargetsegmentistheresource-poorgrower,sellerorprocessor,notwomen/men

Traitpreferencesreflectgenderrolesinproduction,sale,andvalueaddition

Usegenderastargetingvariablewherewomen/menplaydifferentrolesinproduction,processing,ormarketing

Avoid“genderfundamentalism”Makegender“instrumental”:whodowewanttoinfluencetouseourproduct?Theexampleofpre-cookedbeans:firstidentifyconsumersegments,thenidentifygenderroles

G.Smith/CIAT

At what stage in the breeding cycle is information needed?

STP1 STP2-6macro STP2-6micro

Designing targeting studies within the breeding team

G.Smith/CIAT

Define the question jointlyBreeders’question:Isthereatraitthatcanhelpdevelopanewproductthatwillleadtoabreakthroughinadoptionandresultinimpactonanindustrialscale?Targetingquestion:Isthereatraitthatcanhelpdevelopanewproductthatwillleadtoabreakthroughinadoptionbyresource-poorfarmers/sellers/processors(includingwomen) andresultinimpactonanindustrialscalethatbenefitspoorconsumers?

Use the STP framework as a checklist

G.Smith/CIAT

Segmentingthemarket

Whatarethedifferentendusesfortheproduct?Hastheprogramidentifiedmarketsegmentsintermsofgeography/agro-

ecosystem?Hastheprogramalsoidentifiedmarketsegmentsaccordingtothetypeoffarmer?

Targetingmarketsegments

Doweknowthesize,profitability,andnumberoffarmersineachsegment?Haveweusedtherightindicatorstoidentifyresource-poorfarmers?Dowomenplayamajorroleinproduction/processing/marketing?

Whichmarketsegmentscontainthemajorityofresource-poorfarmers?Whatarethetraitpreferencesofthesefarmers?

Whatproductsareneededtomatchthesetraitpreferences?

Positioningtheproduct

Howwillresource-poorfarmersbecomeawareoftheproduct?Cantheyfinditeasilyiftheywanttotryit?

Howmuchwilltheypaytouseit?

Use the STP framework as a matrix

G.Smith/CIAT

X:Poorsmallholders

Y1:Homeconsumption,valuechain1

Y2:Genderrolesinproduction,sale,processing

Use mixed methods

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Why mixed methods?

Qualitative methods: trait preferences, gender roles, empowerment Quantitative: trait combinations, segmenting and targeting at national level

Think at scaled and use large datasets

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OvertoCindy

Using large datasets

G.Smith/CIAT

Guidingquestions:Ø Wherearethepoor(womenand

men)farmersandwhatistheirwelfarestatus?

Ø Onwhatfarmingsystemsdotheyrely?

Ø Whatconstraintsandriskslimittheproductivityofthosefarmingsystems?

Ø Whatcroptraitsmightbestsustainablyraisefarmproductivity,humanwelfareandlivelihoods?

Ø Whatwouldbethebroaderimpactsofsuchchange– whomightwin,whowouldlose(e.g.,gender)

Targeting

First-orderfilter->Environment

Examples:Ø Cropsuitability(GAEZ)Ø SubnationalCropStats(SPAM)

₋ HarvestChoice/IFPRIØ LivelihoodZones(FEWSNET)

Using large datasets

SPAM datasets

Datasetsavailableat:https://www.fews.net/

FEWS NET – Livelihood Zones

Second-orderfilter->Socio-economics

Examples:Ø Population(CIESIN)Ø Poverty(PovcalNet)Ø Marketaccess(Grump,CIESIN)Ø Gender(HHsurveys)

Using large datasets

CELL5M Geo-spatial Database

Category Sub-category(Numberofdatalayers)

Agriculture HarvestedAreaofCrops(134)CropProduction(134)ValueofCropProduction(134)CropYield(134)CropYieldVariability(2)Livestock(16)

Demographics HealthandNutrition(90)IncomeandPoverty(36)Population(12)

Agroecology AgroecologicalZones(4)Climate(7)Elevation(1)FarmingSystems(2)LandCoverandLandUse(21)PestsandDiseases(8)SoilResources(19)

Markets Marketshed(1)Portshed(1)TravelTime(11)

>750datalayersforSSA@10x10kilometerpixels

Example:DevelopmentDomainsinEthiopia

Threelayers:Ø AgriculturalPotentialØ PopulationDensityØ MarketAccess

Chamberlinetal2006

Development Domains

Example:WorldBank’sLivingStandardsMeasurementStudy- IntegratedSurveysonAgriculture(LSMS-ISA)*

Others:WEAI&DHS

*LSMS-ISAdataarenationally-representativeandmulti-topic,withgeo-referencedhouseholdandplotlocations,andinformationonproductionandidentityofmanagers,ownersandlaborersatplotlevel

Sourcing gender-sensitive data

Example: Cassava in Nigeria(FEWS NET + SPAM)

Where are women cassava farmers relative to men? (LSMS)

Where are poor women cassava farmers relative to men?

Households who sell Processed or Unprocessed Cassava - or No Sale

Big Data Platform (beta)…coming soon!

http://ceres.bigdata.cgiar.org/mapview.php

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- Severalspatially-explicitdemographicandbiophysicaldatasetsavailable

- Micro-levelgender-sensitivedataincreasinglyavailableviaHHsurveys(e.g.,LSMS-ISA,WEAI&DHS)

- WhatabouttheValueChain???

What are the constraints faced by poor farmers and what drives their crop needs and preferences?

What is gender-relevant and what is not?

Conclusions

Conclusions

G.Smith/CIAT

UseSTPasaconceptualframeworkforgenderandsocialtargetingSocio-economictargetingprecedesgendertargetingMakegenderinstrumental

Improvedesignoftargetingstudiesü JointlydefinetheresearchquestionüUsetheSTPframeworkasachecklistormatrixüUsemixedmethodstogeneratedataüThinkatscale