Formulate Insight: Deriving Themes

Objective

To identify meaningful patterns, root causes, and deeper community needs from the ground truth research carried out with farmers, market women, local buyers, and community stakeholders. These insights will guide the final selection of a solution pathway for AgriDatum.

Analysis Process

Step 1: Review Ground Truth Data

Key data points that emerged from speaking with farmers and local agricultural communities:

• Farmers struggle with data visibility, prices, buyers, soil updates, weather, and demand trends
• Many rely on guesswork for planting seasons, pricing, and market timing
• NGOs and local cooperatives lack a central platform for tracking farmer struggles, needs, and progress
• Most farmers want a simple, low-stress tool that feels familiar, not overly technical
• Record-keeping is mostly manual, scattered, or nonexistent
• Farmers strongly desire fairer pricing, transparency, and reliable market access
• Many communities face repeated challenges (poor yield, losses after harvest, unpredictable rainfall) yet these issues are rarely documented in one place

Step 2: Identify Patterns

Pattern 1: Lack of Access to Reliable Information

Observations supporting this pattern:

1. Farmers rely on old habits instead of updated data
2. They often plant late or early due to guesswork
3. Market women complain about unstable prices daily

Frequency: Very common (appeared in nearly every conversation)

Pattern 2: Poor Record-Keeping & Data Loss

Observations supporting this pattern:

1. Many farmers cannot trace what caused previous good or bad harvests
2. Records are stored in notebooks and often get torn or lost
3. NGOs struggle to assist because farmers have no structured documentation

Frequency: Common across most respondents

Pattern 3: Weak Market Linkages

Observations supporting this pattern:

1. Farmers rarely know where demand is highest
2. Middlemen often dictate prices unfairly
3. Local buyers say they can’t locate consistent suppliers

Frequency: Reported by both farmers and market participants

Pattern 4: Lack of Unified Community Voice

Observations supporting this pattern:

1. Communities have needs but no shared system to communicate them
2. NGOs said they often work “blind” without clear data from farmers
3. Farmers wish for a platform where their challenges are seen and understood

Frequency: Moderately common but with high impact

Common Themes

Theme 1: Farmers Want Clarity and Simplicity

Description:

Farmers are not rejecting technology; they simply want tools that feel familiar, easy to use, and helpful in their everyday decisions.

Evidence from interviews:

• “If something can just tell me when rain is coming, it will save me money.”
• “We need something simple, not plenty English.”

Impact on community:

A simple solution reduces losses, improves yield, and builds trust in digital tools.

Theme 2: Data is the Missing Link Between Farmers and NGOs

Description:

NGOs want to support farmers, but they lack accurate, real-time data on what farmers face, their production levels, and their evolving needs.

Evidence:

• “We support farmers, but we don’t always know their true challenges.”
• “If data was available, our interventions would be stronger.”

Impact:

Data-driven support leads to better programs, better funding, and measurable community growth.

Theme 3: Communities Desire Fairness and Better Market Opportunities

Description:

Across the conversations, one desire stood strong: farmers want transparency and fair earnings for their hard work.

Evidence:

• “We work so hard, but middlemen cut everything.”
• “If buyers can find us directly, we’ll sell better.”

Impact:

Better market access gives farmers dignity, confidence, and financial improvement.

Root Causes Analysis

Primary Root Cause

Limited access to organized, real-time agricultural data leading to poor decision-making, weak market connections, and ineffective support systems.

Supporting Evidence:

• Repeated reliance on guesswork for planting
• Absence of record-keeping systems
• NGOs requesting structured community data

Secondary Root Causes

1. Fragmented communication between farmers, buyers, and NGOs
2. Low visibility and documentation of community challenges
3. Lack of simple digital tools tailored to local farmers

Superior Interests

What the community really needs beyond surface-level needs:

1. A reliable digital guide that simplifies their everyday farming decisions
2. A platform that helps them feel seen, heard, and supported
3. Fair access to markets without middleman manipulation

Key Insights Summary

Insight 1:

Farmers don’t lack skill; they lack organized information that supports their decisions.

Insight 2:

NGOs and cooperatives need centralized, clear data to properly support the community.

Insight 3:

A unified data hub will improve market access, transparency, and community voice, giving farmers real empowerment.

Next Steps

Proceed to Formulate Hypothesis to develop your problem statement based on these insights.