Ethnographic research with US corn farmers

Field of growing corn (maize) with wheeled irrigation device spraying water in the background

A company that supplies products and services to help farmers improve crop yields wanted to conduct depth interviews with corn farmers and agronomists in Illinois and Iowa. It was important for the farmers to represent a range of different sizes of farms, including some very large farms (5000 acres or more). We recruited over 40 farmers and advisers in two phases and assisted with planning the travel schedules for each group of interviewers.

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