TY  - RPRT
N2  - Gender and social targeting can improve the relevance and effectiveness of plant breeding programs serving resource-poor farmers, traders, processors, and consumers. Currently, information about these clients and their trait preferences is based on small-scale studies which makes it difficult to set breeding priorities at the national or regional level. As a result, their products may not meet their needs, slowing the rate of adoption. We argue that plant breeding for resource-poor farmers, sellers, and processors requires a marketing approach. We show how the Segmenting-Targeting-Positioning (STP) framework from consumer marketing can be adapted for gender and social targeting in these plant breeding programs. We inventory large datasets, identify a minimum dataset of biophysical and socioeconomic variables, and show how these variables can be layered for gender and social targeting at the national level. Finally, we suggest ways to improve the design of gender- and social-targeting studies in order to enhance their relevance for plant breeding programs.
N1  - We are grateful to Peter Kulakow, Yilma Kebede, Mike Olsen, and Michel Ragot for discussions on plant breeding; to Hale Ann Tufan and Bela Teeken for discussions on cassava; and to Joab Ouma for discussion on precooked beans. Comments from participants at the Workshop on Gender-Responsive Breeding were helpful in revising the paper. The views expressed in this paper are those of the authors and should not be attributed to any organization with which they are affiliated. This research was undertaken as part of the CGIAR Gender and Breeding Initiative, with support by CGIAR Fund Donors.
AV  - public
KW  - Gender
KW  -  Segmenting-Targeting-Positioning
KW  -  STP framework
KW  -  consumer marketing
KW  -  plant breeding programs
KW  - 
social targeting studies
T3  - CGIAR Gender and Breeding Initiative Working Paper
A1  - Orr, A
A1  - Cox, C M
A1  - Ru, Y
A1  - Ashby, J
TI  - Gender and social targeting in plant breeding
UR  - http://oar.icrisat.org/10443/
Y1  - 2017///
ID  - icrisat10443
M1  - working_paper
EP  - 48
PB  - International Potato Center (CIP)
CY  - Lima, Peru
ER  -