Delivering behavioural change. Dave Roberts, KE Director,

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7 steps to behavioural change

I know I should

Knowledge

I want to

Desire

I can

Skills

Optimism It’s worthwhile

Facilitation

It’s easy

Stimulation

I’m joining in

Reinforcement Well done

(Robinson 1998)

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Comparison between agricultural research and agricultural research for development

Characteristic Research Agricultural research for development

Organisation of activity

Research centres with a key scientific focus

Interdisciplinary research programs built around a development challenge and partnership approach

Mandate and performance focus

Outputs Outcomes

Mechanism for achieving impact

Provision of solid science knowledge and technologies

Strong partnerships incorporated within the research program

Type of communication

One-directional communication

Communications for development (based on research), engagement as part of the research process

Timeframe for achieving outcomes/impact

Traditionally, outcomes/impact often not considered; much research may never achieve these

Achieving outcomes at scale within 5 years and impact within 15 years

Languages of products

International standards Both international and locally appropriate languages

(Adapted from Schuetz et al., 2016.)

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Comparison between agricultural research and agricultural research for development

Characteristic Research Agricultural research for development

Organisation of activity

Research centres with a key scientific focus

Interdisciplinary research programs built around a development challenge and partnership approach

Mandate and performance focus

Outputs Outcomes

Mechanism for achieving impact

Provision of solid science knowledge and technologies

Strong partnerships incorporated within the research program

Type of communication

One-directional communication

Communications for development (based on research), engagement as part of the research process

Timeframe for achieving outcomes/impact

Traditionally, outcomes/impact often not considered; much research may never achieve these

Achieving outcomes at scale within 5 years and impact within 15 years

Languages of products

International standards Both international and locally appropriate languages

(Adapted from Schuetz et al., 2016.)

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History of KE - Naïve belief in:

• Information fix

• Participation fix

Technology fix ??

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KE is complex and different for different people

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Consider a simplistic approach

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Blockage

Research Industry

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Blockages

Research Industry

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Consider language and presentation

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How do we turn the tap on

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Values underpin the messages people respond well to

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Same project different messages

• Forefront of modern technology

• Improved animal health

• Improved environmental impact

• Save money

• More free time to go to rugby

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Challenge

How do we use innovative technologies and data to help overcome barriers to change

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What data do we have ?

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Example from Malawi

Characterisation of smallholder dairy production systems using animal welfare and milk quality Kawonga et al. Trop Anim Health Prod (2012) 44: 1429

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Farmer priorities

Diseases Diseases Diseases

Low milk prices Feed Scarcity Lack of Extension

Services

Feed Scarcity Low milk prices High feed prices Lack of Extension

Services Lack of Extension

Services Poor AI services

High feed prices Poor AI services Low milk prices

Poor AI services High feed prices Feed Scarcity

Tier 1 Tier 2 Tier 3

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Behavioural change

Oh would some Power the gift give us, to see ourselves as others see us

Behavioural change in others What about behavioural change in ourselves ?

Thanks for your attention