Effectiveness of on-farm demonstration events in the EU: role of structural characteristics

ABSTRACT

Purpose

The objective of this paper is to undertake an in-depth exploration of how structural characteristics of on-farm demonstration events impact the effectiveness of the demonstration as perceived by participants.

Methodology

An explanatory mixed-methods approach was used based on the responses to 356 post-demonstration questionnaires filled out by the attendees of 31 demonstration events held in 12 EU countries in 2018, together with the qualitative data from an observation tool, interviews and case study reports relating to the same 31 events. Factor analysis was employed to predict general effectiveness, complemented with a qualitative analysis of participants’ responses to improve the understanding of the quantitative results.

Findings

Results indicate that peer-to-peer learning activities and good facilitation increase participants’ perception of the effectiveness of a demonstration event. Furthermore, characteristics such as the structure of the day, the suitability of the host farm, a trustworthy demonstrator, and group size add much to the effectiveness of a demo event. Group dynamics – including group connectedness and composition – have the potential to impact perceived effectiveness.

Practical implications

The paper contains clear messages for practitioners when designing a demonstration event.

Theoretical implications

Our results connect with theories on motivation and adult learning in the context of farmer learning during on-farm demonstration.

Originality

The paper is based on a rich empirical dataset. It reveals that group size and learning methods are crucial to achieve effective learning outcomes during demonstration events.

KEYWORDS:

• On-farm demonstration
• structural characteristics
• facilitation
• motivation
• peer-to-peer learning

Acknowledgements

This research was funded by European Union’s Horizon 2020 research and innovation programme, under the respective grant agreements No. 728061 and No. 772705 (AgriDemo-F2F and NEFERTITI). The opinions expressed in this paper are not necessarily those of the EU. We thank the people organising and participating in the demonstrations for their participation, and for taking their time to respond to the evaluation and monitoring. We thank all Agridemo-F2F partners for their role in the data gathering.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by H2020 Food [Agridemo-F2F No 728061] and [NEFERTITI No 772705].

Notes on contributors

Fleur Marchand

Fleur Marchand is Scientific Director of the Social Science Unit of ILVO. She is doctor in science (UA, 2006) and agricultural engineer (UGent, 2001). She builds her expertise mainly on empirical case-studies of learning processes with stakeholders striving for sustainable agriculture and food chains. She uses mainly a transdisciplinary and system approach focusing on the following research topics: knowledge exchange, agroecology and transition of the food system.

Hanne Cooreman

Hanne Cooreman currently works as PhD student at the Research Institute for Agriculture and fisheries (ILVO) in Flanders, Belgium. She is connected to the Research unit for Education, Culture and Society, University of Leuven. Hanne does research in Educational Theory, Didactics, Peer Learning and Adult Education. She obtained a master degree in educational sciences (UGent, 2016) and is currently preparing her PhD thesis related to the Horizon 2020 European project ‘AgriDemo-F2F: Peer Learning between Farmers at On-Farm Demonstrations’.

Eleni Pappa

Eleni Pappa (MSc) is a PhD candidate and participates in projects at the Lab of Agricultural Extension, Agricultural Systems & Rural Sociology, Agricultural University of Athens. Her main research interests lie in agricultural systems analysis, pluralistic advisory services, organisational change management and network analysis.

Ioanis Perifanos

Ioannis Perifanos (MSc) is data analyst at the Lab of Agricultural Extension, Agricultural Systems & Rural Sociology, Agricultural University of Athens. His interests focus in social and behavioural (qualitative and quantitative) research and he has experience in business strategy and innovation management projects. He is also interested in how applied research could enhance decision and policy-making processes.

Yiorgos Alexopoulos

Yiorgos Alexopoulos is senior researcher at the Department of Agricultural Economics and Rural Development, Agricultural University of Athens. His main research interests lie in bottom-up and demand-driven innovations, social innovations and social impact assessment. Moreover, he focuses on multi-actor approaches and stakeholder analysis, especially on how collective/co-operative schemes and networks improve access to services and facilitate peer learning among rural actors.

Lies Debruyne

Lies Debruyne is a senior researcher at the research group Agricultural and Farm Development of the Social Sciences Unit of ILVO (Flanders Research Institute for Agriculture, Fisheries and Food). Her main research interests lie in learning processes of farmers and other agricultural stakeholders, with a focus on the role of various formal and informal networks on learning. Furthermore, she looks into how such networks can support transitions in agriculture.

Hannah Chiswell

Hannah Chiswell is Research Fellow at the Countryside and Community Research Institute, University of Gloucestershire. Hannah has a particular research interest in understanding on-farm decision-making, particularly in the context of agri-environment scheme design and behaviours. She has a range of experience managing, conducting and analysing farmer and land manager interviews in the social science context and is a QSR certified NVivo (qualitative analysis software) ‘expert’.

Julie Ingram

Julie Ingram is Reader in Sustainable Agri-environmental Systems at the Countryside and Community Research Institute, University of Gloucestershire, UK. Her main research interests are concerned with Agricultural Knowledge and Innovation Systems, specifically, how farmer learning and adaptation can be supported.

Alex Koutsouris

Alex Koutsouris is the Head of the Lab of Agricultural Extension, Agricultural Systems & Rural Sociology, Dept. of Agricultural Economics and Rural Development, Agricultural University of Athens. His research interests revolve around sustainable rural development focusing on topics such as agricultural extension (interactive innovation & communication), training & education, project design and evaluation, with emphasis on systemic and participatory approaches.