The Capacity Development and Extension Program at the School of Environmental Design and Rural Development (SEDRD), University of Guelph, under the leadership of Dr. Ataharul Chowdhury, continues to lead the way in addressing the research void in Canadian agricultural extension and advisory services (EAS). Building on their foundational work, a new publication, “Embracing pluralism: assessing the perceptions of different stakeholders on the effectiveness of advisory methods in Ontario,” published in The Journal of Agricultural Education and Extension, offers vital insights into the effectiveness of various advisory methods within Ontario’s pluralistic EAS.
This study, part of the same project and funded by the Ontario Agri-food Innovation Alliance Knowledge Translation and Transfer (KTT) Grant, utilized Q-methodology to explore how farmers, advisors, and researchers perceive the usefulness of different extension approaches. The research identified three key perspectives: personalized interaction advocates, digitally engaged stakeholders, and traditionally engaged stakeholders.
The findings reveal a strong preference among stakeholders for personalized and traditional advisory methods, such as one-on-one meetings, face-to-face interactions, field tours, demonstrations, and training workshops. These methods are valued for their interactivity, hands-on learning opportunities, and ability to foster trust. While digital methods like social media and podcasts are recognized for their convenience and timeliness, the study highlights concern about information quality and the need for personalized guidance.
This research provides crucial guidance for EAS providers and policymakers in Ontario and other regions with similar extension systems. It emphasizes the need for a balanced strategy that integrates personalized advice across all delivery channels – whether one-to-one, virtual, group, or mass approaches. The insights gained are instrumental in adapting and evolving EAS to meet the diverse and evolving needs of the agri-food sector.
Discover more about these findings and contribute to the conversation on shaping the future of Extension and Advisory Services at our upcoming conference.
Read more: Chowdhury, A. & Kabir, K.H, Nasir, K., Gibson, R., Morris, M. (2024). Embracing pluralism: assessing the perceptions of different stakeholders on the effectiveness of advisory methods in Ontario. The Journal of Agricultural Education and Extension. https://doi.org/10.1080/1389224X.2024.2429498
