Abstract
A new user-oriented approach is presented to apply marketing research techniques to quantify perceptions, preferences and utility values of farmers. This approach was applied to design an improved water distribution method for an irrigation scheme in Mendoza, Argentina. The approach comprises two subprocesses. The first one consists of a diagnostic analysis and the identification of an alternative water distribution system as a concept solution to the regional irrigation problems. In contrast to the rigid current system, the alternative system allows farmers, within some limitations, to design their own monthly allocation of water. The second, user-oriented subprocess consists of three stages: a perception, a preference and a utility analysis. Perception and preference analyses show that the farmers perceive the alternative (not yet in existence) system as the preferable one, with respect to control and sufficiency. Analysis also reveals that the flow rate and irrigation interval that farmers currently receive influence their perceptions. A utility analysis determines the utility values of farmers for different levels of flow rate, irrigation interval and the possibility of designing their own monthly allocation of water. The Mendoza case indicates that by using this approach the farmers' perceptions, preferences and utility values of technical features of the irrigation system are quantified. Thus, management and designers alike can be provided with recommendations on vital design elements.
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