MIRERC (A)031/2025. Testing gamification concepts for effectiveness in the lab to help optimize Farmer and Agent engagement for Agribusinesses in Machakos, Makueni, and Embu, and other locations in Kenya

Abstract

Scientific Abstract
This study explores the application of gamification principles to optimize key components in
agribusiness, specifically agent recruitment, trust-building between farmers and agents, and agent
training. Gamification involves incorporating game-like elements such as points, badges,
leaderboards, and interactive challenges into non-game contexts to enhance engagement and
motivation. Through a series of controlled lab experiments, we aim to identify the most effective
gamification strategies that increase engagement, efficiency, and satisfaction among participants.
Farmers and agents will be introduced to various gamified recruitment processes, trust-building
activities, and training modules. Data will be collected through surveys, interviews, and
performance metrics to evaluate the effectiveness of each gamified intervention. The controlled
environment of the lab experiments will enable the isolation of specific variables, providing a
deeper understanding of the mechanisms behind the success of gamification.
The findings from this research will offer actionable insights for agribusinesses, demonstrating how
gamification can enhance recruitment, foster stronger trust relationships, and improve training
outcomes. This study aims to ensure that agribusiness practices are more engaging and effective,
ultimately leading to better support and motivation for both farmers and agents and improving
overall agribusiness performance.

Lay Summary
This project aims to test how key components in agribusiness, such as agent recruitment, the
development of trust between farmers and agents, and the training of agents, can be optimized
using gamification principles. .Gamification principles involve integrating game design elements such as points, rewards, and challenges into non-game contexts to engage and
motivate individuals. These principles leverage the natural human desire for competition,
achievement, and recognition to drive behavior and enhance participation in activities.By
integrating elements commonly found in games like points, badges, leaderboards, and
interactive challenges we seek to enhance these processes, making them more engaging and
effective. Our goal is to understand the specific role gamification can play in improving these
areas to ensure that farmers and agents are fully supported and motivated, ultimately leading to
better outcomes for agribusinesses.

To achieve this, we will conduct a series of lab experiments where farmers and agents will be
introduced to various gamification principles. Through these controlled experiments, we will
assess which gamified concepts yield the highest levels of engagement, efficiency, and
satisfaction, and understand the reasons behind their effectiveness. The findings from this
research will provide valuable insights for agribusinesses looking to refine their recruitment,
trust-building, and training practices, ensuring that these processes place the needs and
experiences of farmers and agents at the forefront.