Choosing Extension Partners

Researchers Jeremy Magruder and colleagues from the University of California, Berkeley, and other institutions conducted a randomized intervention to investigate the effectiveness of leveraging social connections in extension services. The study focused on identifying the most influential farmer partners who could induce the greatest adoption of new technologies. To achieve this goal, the researchers mapped out social connections in three districts of Malawi, conducting a full census in 200 villages. They asked questions about who people consult on agricultural decisions, previous technology adoptions, and other relevant factors. The study found that the success of a farmer in persuading others to adopt new technologies depends on various factors, including the technology itself and the context in which it is introduced. The researchers identified two types of contagion: simple and complex. Simple contagion occurs when a single successful farmer can persuade many others to adopt a new technology, while complex contagion requires multiple successful farmers to be known before adoption occurs. The study found that the optimal approach depends on the technology and context, with Basin Planting and Crop Residue Management being two examples of technologies that exhibit different characteristics. To evaluate the effectiveness of different approaches, the researchers designed a randomized experiment with three treatments and a control group. Treatment 1, Simple Contagion, involved selecting partners to maximize adoption if knowing one adopter is usually sufficient. Treatment 2, Complex Contagion, involved selecting partners to maximize adoption if most people need to know at least two adopters. Treatment 3, Geography predicts connections, used geography as a proxy to full social network mapping. The control group consisted of business-as-usual extension services, where the agent asks the village head to nominate a partner. The study's findings will provide insights into the most effective ways to leverage social connections in extension services, ultimately improving the reach and impact of agricultural development initiatives in Malawi and beyond. By understanding how farmers learn from each other and identifying the most influential partners, extension services can be designed to maximize adoption and improve agricultural productivity.