Drivers and Barriers to Genetic & Genomic Tool Adoption - Market Research (Quantitative Phase)

Summary

​Currently, there is a significant under-utilisation of genetic technologies designed to assist livestock producers in Australia to be more productive and profitable. There have been efforts made by various groups in industry to improve this situation with limited success. In 2014 MLA engaged the University of Adelaide (E.INV.1416) to devise a draft national beef genetics extension strategy. One of the six major recommendations detailed in this draft strategy was: 

Conduct market research focused on identifying barriers to adoption and implementation and solutions to these through a communication program: what is the barrier?

It was further detailed in this report that this research should be conducted by specialist market research and marketing companies. It is intended this market research will qualify barriers and drivers of adoption of genetic technology into beef producers businesses, and subsequently increase MLA and industries awareness of: 

• Producer needs and perceptions
• Communication preferences in terms of format and channel for greater targeting of messaging 
• Potential investment opportunities relating to extension and adoption of genetic and genomic tools. 

This information will assist informing the design and future direction of national genetics extension programs for both beef and sheepmeat producers, and engagement strategies to motivate and enable levy payers to implement best practice genetic programs in their businesses.