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Targeting the Right Audiences with Fertilizer Education: Knowing Who is Influencing Decision Makers

Start Date: 2012
Principal Investigator: Michael Schmidtt
Organization: University of Minnesota, Department of Soil, Water, and Climate
Status: Complete

Background Info

This educational research project used a two-step survey process to 1) identify key decision makers and decision influencers in fertilizer management, and 2) to identify how and from where these decision makers and decision influencers acquire their fertilizer management information. The results of this project were shared with research professionals to enhance their ability to convey new research results that require behavioral changes to mitigate risk.


Identify key decision makers and decision influencers in fertilizer management

Identify how, where, and when these decision influencers acquire fertilizer management information

Attempt to understand why recommendations are not implemented more

Key Findings

Greatest Decision Influencers Are: fertilizer dealer (dealership) personnel and crop consultants (when used)

Conduct Educational Program: in-person, one-half day, Tuesday or Wednesday morning, January or February, Industry Speakers

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