To identify where the biggest differences are between us and our main customer segment, the farmers, we made a YUTPA graph. The YUTPA framework is a tool for analyses and for design. Comparing the results also show where the highest risk could lie.
The main question we asked when filling out each element in the graph was, 'how is their status/perspective in this factor regarding to the project? Note that these are our assumption.
Comparing the two graphs we can see the biggest difference lie in 'action' and 'relation'.
For instance, we score high on 'engagement', whereas the farmers score under the average. This has to do with the fact that we are coming to them with a project we designed. It is highly probable the farmers can't engage easily, because for them it's a different way of working. Also the language barrier plays a role. They will need to adjust. On the other hand, we need to take this in consideration where we can adjust to them as well. We need to find common ground.
Another difference lies the 'action' factors. We made these conclusion based on last year's research results. Management skills and motivation were major issue. This is related to how a person acts in different situation and/or towards others.
It may happen that in the process of the project the farmers won't fully participate or even completely stop.
We need to make sure they are willing to join, that we are not there to build something and leave, but get them enthusiastic and motivated for how they will benefit from this in the long run.
To conclude, our solution to reduce the differences and risk is to really get to know the farmer first, on a personal level. Spending time together, having a conversation while sharing a meal or a cup of coffee, can reveal a lot about who someone is. Also, when the attention is on them and there is sincere interest, the farmer will probably be more open and honest towards us. For the development and success of the project honest and fair input in required.