Challenge
IGD wanted to understand how environmental baselining could be designed in a way that works for farmers, captures credible data and builds trust across the sector. The challenge was to explore a sensitive issue involving data ownership, fairness and practical feasibility.
Approach
We conducted in-depth interviews with farmers across sectors and regions to explore current data practices, attitudes to baselining, concerns around ownership and fairness, and what conditions would need to be in place for participation. The qualitative approach allowed us to unpack nuance, scepticism and the practical realities behind farmer decision-making.
Outcome
The study showed that farmers are broadly open to environmental baselining in principle, but only if it is fair, voluntary, farmer-friendly and built around clear mutual benefit. The work gave IGD practical recommendations on trust, governance, sector differences and ways to reduce duplication through better design.