MIRERC094/2025: Understanding agent training effectiveness

A qualitative inquiry into motivation, skill application, and performance dynamics

Abstract

EXECUTIVE SUMMARY
Across Kenya’s agricultural and last-mile delivery landscape, agents play a critical role in
connecting farmers with information, products, services, and markets. Their responsibilities
ranging from advisory work and sales to digital onboarding and follow-up support, make them
essential intermediaries between companies and rural households. As agent networks expand,
companies are increasingly investing in structured training programs to equip agents with
technical skills, soft skills, and product knowledge. However, there remains limited
understanding of how agents experience these training, what motivates them to apply new
knowledge, and why certain agents thrive while others struggle or disengage.
This study proposes a qualitative, multi-company exploration of agent training effectiveness.
Conducted across partner companies, the research will uncover how agents internalize
training content, the behavioral and contextual factors that shape post-training performance,
and the lived experiences that influence their professional identity and growth. Through
in-depth interviews, focus group discussions, and case narratives, the study aims to generate
rich, comparative insights that can help companies refine their training models, strengthen
support systems, and design agent-centered performance strategies.
Ultimately, this research will contribute practical, evidence-based recommendations to
improve agent readiness, and long-term effectiveness which in turn benefits not only
companies and agents, but also the farmers who rely on them as trusted sources of information
and support. Ethical clearance will be sought from the Institutional Review Board (IRB), and
all data collection will adhere to principles of informed consent, confidentiality, and
participant respect.
The total estimated budget for the qualitative insights study is $53,930.00. This budget
encompasses all critical activities required to ensure the successful design, ethical approval,
and implementation of the study.