The objective of the study was to identify a viable trade-off between low data requirements and useful household-specific prioritizations of advisory messages. At three sites in Ethiopia, Kenya, and Tanzania independently, we collected experimental preference rankings from smallholder farmers for receiving information about different agricultural and livelihood practices. At each site, was identified socio-economic household variables that improved model-based predictions of individual farmers’ information preferences.

This study aims to explore how the Positive Deviance approach can be adapted to identify and prioritize rural development interventions for diverse farming households that pursue multiple objectives. We describe the adapted approach, consisting of three research steps, and a case study implementation in Tanzania. Based on this experience,  the potential of the Positive Deviance approach for household-specific prioritization of multi-objective development opportunities is discussed