Developing an approach to assess farmer perceptions of the value of pasture assessment technologies

Measurement and monitoring of pasture have been identified as foundations for profitable and sustainable grazing systems. The value that farmers place on pasture assessment in feed management is difficult to ascertain and has seen limited research. The objectives of this study were to test a survey to quantify the perceived value of pasture assessment and identify key criteria for design of pasture assessment technologies. An online survey methodology was piloted with 44 New Zealand farmers to assess perceptions of actual and great grazing management outcomes, good and great pasture assessment, and the value associated with moving from good to great pasture assessment. Results highlighted that many farmers perceive a small potential for improvements in their current pasture performance, whereas industry‐level studies suggest that this is not the case. We found limitations with farmers linking better pasture management performance with eventual improvements in milk production. There were anomalies with assessing current and potential improved pasture performance through this type of survey methodology, with many farmers claiming very high levels of current performance, and some rating themselves as performing at more than 100% of potential. This research highlights that pasture assessment technology designers need to be aware of the high expectations of farmers regarding performance, for example measurement accuracy and data timeliness. Over, or under, specification of technology for specific tasks, such as daily allocation of pasture at a herd level, may lead to farmer dissatisfaction around costs of technology, return on investment, and if the technology is fit‐for‐purpose.