Using a Video-based Product Ranking Tool (VPRT) as a basis for market segmentation in Tanzania (Sorghum)

The sorghum data was collected from small-scale sorghum farmers in the Tanzanian regions of Dodoma and Shinyanga in November and December 2023. In the Dodoma region, two districts were selected: Kondoa and Kongwa, while in the Shinyanga region, the districts selected were Kishapu and Shinyanga. The sample size consists of 1,100 small-scale farmers. The farmer profiling questions covered the following topics: socio-demographic information, with variables such as gender, age, family size, and education; farm information variables, including farm size, crops grown, animals kept, input use, and key income sources; and information on sorghum farming variables, such as seed purchase, cropping system, seed volume and plot size, harvest volume, and usage questions. The data also includes the identification and selection of preferred sorghum seed variety concepts presented in video format. For the video data collection, eight product descriptions were conceptualized into videos, and the presentations were made by a seed multiplier. Each farmer saw only three of the eight videos at a given time (incomplete block design). The videos viewed by each farmer were selected at random, resulting in a total of 3,300 videos presented to 1,100 small-scale farmers overall.