Using a Video-based Product Ranking Tool (VPRT) as a basis for maize market segmentation in Kenya and Uganda in 2022

The maize data was collected in 2022 from small-scale farmers in the districts of Mubende and Mityana in Uganda, and the counties of Kakamega and Bungoma in Kenya. The sample size consists of 2,422 small-scale farmers. Farmer profiling questions cover various topics, including:

Socio-demographic Information: Variables such as gender, age, family size, and education.
Farm Information: Details about farm size, crops grown, animals kept, input usage, and key income sources.
Maize Farming Variables: Aspects such as seed purchase, cropping system, seed volume, plot size, harvest volume, and usage.

The data also includes the process of identifying and selecting preferred maize seed varieties, presented in video format. For the video data collection, product descriptions were developed into videos featuring presentations by both a male and a female seed multiplicator. Each farmer was randomly shown three of the eight videos available, utilizing an incomplete block design. In total, 7,266 video presentations were made to the 2,422 farmers.