Masterclass Sensemaker
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The document outlines the use of micro-narratives and the SenseMaker methodology to gather real-time feedback on the inclusion of smallholders in modern markets, emphasizing the importance of understanding diverse perspectives within smallholder supply chains. It details a systematic approach for performance measurement and data collection that combines qualitative and quantitative insights, facilitating a better understanding of traders' relationships with organized farmers. The methodology aims to bridge the gap between narrative-based data and traditional survey methods, promoting shared value generation among stakeholders in inclusive business models.
![Prompting question
Please share a story
Think of a specific moment or event (that happened in the last 6 months) when
you felt particularly encouraged or concerned about producing [crop] and selling it
to [company]. Please describe what happened briefly. Who was involved?? Why did
it happen? Where did it take place? …
• A single question that triggers people to tell a story they find meaningful?
• The prompting question is the same for all the people you collect stories from
Respondents are mainly smallholder farmer (big numbers!) but can also include other chain actors such
as farmer organisation leaders/staff, buyers, traders, processors service providers, …
SenseMaker for inclusive business](https://image.slidesharecdn.com/iapmmasterclasssensemakerintro-151201073532-lva1-app6892/85/Masterclass-Sensemaker-11-320.jpg)
Masterclass Sensemaker
- 1. Voices that count Using micro-narratives to organise systematic and real-time feedback on the inclusion of smallholders in modern markets. Steff Deprez Performance Measurement Workshop 3.0 Sustainable Food Lab January 21-22, 2015
- 2. SenseMaker for inclusive business Purpose • To measure and better understand the changes in inclusive business models in smallholder chains • Focusing on: • The trading relationship between buyers and organised farmers • The performance of the smallholder organisation • As it is experienced and perceived by the smallholder farmers (and other chain actors) Source: LINK Methodology (CIAT)
- 3. A tool & an approach • Lightweight • Affordable and cost-effective • Continuous data collection (monitoring) • Fast feedback loops • Facilitating learning, decision-making & communication • To be complemented with other monitoring / assessment methods SenseMaker for inclusive business
- 4. SenseMaker • SenseMaker® is in essence a pattern detection software that comes with a methodology • A narrative-based research method • Based on collecting and tagging (signifying) large amounts of multiple “sense- making” items & fragments Personal experiences, micro-narratives, pictures, reports, blogs, … (any digital object that can be tagged). • Tagging = self-signification
- 5. SenseMaker • People use fragmented materials to make sense of the world around them. Micro-narratives are fundamental to human sense-making • Stories that people tell are the filters through which they make meaning and take decisions • Use large amount of fragments to make sense of reality. (e.g. a pattern that emerges on a carpet full of small pixels)
- 6. Difference with conventional methods • Reveal the reality/world as experienced and interpreted by those involved • Short narratives, … • … and lots of them - mass participation • Combines qualitative & quantitative • Harder to manipulate • Hypothesis generative instead of hypothesis testing, i.e. information required to proof/illustrate a desired change. • Bridging a methodological gap between case study and survey data.
- 7. Stories are the tip of the iceberg The answers to the questions dyads, triads and MCQ’s are always rooted in the experience The experience or story = the tip of the iceberg, i.e. what the storyteller has shared through the use of words. Through the questions in the signification framework we aim to reveal additional layers of meaning embedded and connected to the experience/story (values, ideas, believes, … around topics of interest)
- 9. Preparation 1. Design of the Signification Framework Linked to purpose & Use! 2. Decide on the sampling strategy 3. Operational plan for data collection 4. Design the SenseMaker Collector Application 5. Training of enumerators
- 10. • Stories are not large constructed stories explaining a point • Mass capture (300 to +3000 stories) shows the diversity of perspectives • All fragments add up to a set of multi-faceted impressions about the situation & topics of interests
- 11. Prompting question Please share a story Think of a specific moment or event (that happened in the last 6 months) when you felt particularly encouraged or concerned about producing [crop] and selling it to [company]. Please describe what happened briefly. Who was involved?? Why did it happen? Where did it take place? … • A single question that triggers people to tell a story they find meaningful? • The prompting question is the same for all the people you collect stories from Respondents are mainly smallholder farmer (big numbers!) but can also include other chain actors such as farmer organisation leaders/staff, buyers, traders, processors service providers, … SenseMaker for inclusive business
- 12. During this years harvest, we were attributed for the first time some 1.500t of paddy by the farmer organisation. For years already, we weren't able to get together with the farmer organisationas there were other buyers that they found more important. We had contracted with the farmer organisation that everything was to be taken from the producer by the end of the month of July. This was very imported for us as during the month of August the rains come and we have experienced big quality problems as a consequence. At the end of the month of July everything was in our stocks but we were not the only to be very happy with this situation. The producers were too as they had space now in their own storage facilities to store the rest of their production We completely support the collaboration between the FO and the Company because they increase the price. If the price elevates, we can enjoy satisfying profit. However, I am worried about the change in market price. The company determine the price on their own without consulting farmers. Hence, farmers will experience lost if the market price of cocoa decreases. The past six months has been delightful, as a farmer, I can buy motorcycle because our yields are high and the price is also high. We are worried if the weather is changing, our cocoa will be destroyed by pests and diseases. In the morning of June 25, 2011, Mr. Lam, the collector noticed us the price 2200 dong a kg. I picked up tea and carried to his house for selling. In the morning, I sold him at 2200 dong a kg as informed but the price in the afternoon was down to 1800 dong per kg. I told him why there exist two different price level on the same day•. We argued with each other and he replied because my buyer price level is going down, I have no way by reducing the level as well. I got frustrated and decided to transport to the Company and sold them at 2500 dong for a kg. I felt very glad. As from that day, I just sold to Company and did not sell to the collection team any more.. Based on my experience in the past 6 months, as members of FO UBP, I worry about lack of fertilizer, and spraying of cocoa fruits causing the quality of cocoa bean to decrease. We are worried that we still require more capital to be able to work with Amanah and meet their standard. I hope that more companies will work with Amanah because Amanah needs to be supported to increase their capacity in buying cocoa bean from farmers I am from the Xuan Huong tea group. My story took place on June 15, 2010 when my neighbors and I attended in training on IPM held by the company and Plant protection station at the community house. It was boiling but farmers attended fully as there had never such a course before. Staff of station and company lectured. In break time, learners could talk freely about any issue. Some people said that their tea could not develop because they had sprayed chemicals to kill insects while others said that they did nor know what kind of chemicals they sprayed but just sprayed randomly. If there had not been this training course, my plantation could develop as it does now. In 2009 I started to grow plantain. The river is near the place where I produce plantain. When it overflows, that really means a loss to me, because the roots start to rot away. Now my problem is the market. I feel worried because we can only sell a part of the plantain production. If the fruit is very small, we can’t sell it, which means a loss, too. Then we have to sell it to the intermediaries. The place where I grow plantain is beyond Yanzatza in the sector of Chimboza. The motivation of the plantain production is at a personal level. Although I know the plantain production will remain stable, now I am also producing cocoa, and the harvest has just begun. Example stories
- 13. To understand the stories better, storytellers are asked to answer a set of questions about their stories
- 14. Triad questions Storytellers position the dot within the triad
- 15. Dyad questions Storytellers position the dot somewhere on the slider
- 16. Multi-choice questions + demographic questions - Gender - Age - Your position/role in the supply chain
- 17. Collection of stories & signification Tablet (Android or Ipad) App: SenseMaker Collector Online CollectorPen & Paper
- 20. Pattern detection The story is about? Comparing 4 different chains General nature of the stories Example
- 21. Pattern detection Who is involved in the story? What is the feeling associated with the story? General nature of the stories Example
- 22. Pattern detection Rice Chain Cacao Chain In your story, the farmer organisations/cooperatives …
- 23. Pattern detection Cacao Chain In your story, the farmer organisations/cooperatives … sell to anybody Only sell to the company because they prefer them Only sell to the company because they is no other option sell to anybodysell to anybody Only sell to the company because they prefer them Only sell to the company because they is no other option Only sell to the company because they prefer them Only sell to the company because they is no other optio Cacao Sub-district 1 Cacao Sub-district 2 Cacao Sub-district 3
- 24. Pattern detection In your story, farmers who produce and sell to the company …
- 26. Identifying story packs – reading stories
- 29. Advantages • Quick analysis of qualitative material – making sense distributed (fragmented) information from multiple sources and interactions • Measuring interventions with clear goals but with less certainty about the pathways of change, and which need rapid feedback loops to make real-time adjustments • Provides insights into the different perspectives, attitudes, and values of different actors around topics of interest • Can be used as a means of weak-signal detection, i.e., the detection of hidden and/or emergent opportunities/threats • It generates evidence-based „hard‟ and „soft‟ data
- 30. SenseMaker for Inclusive Business • Questions are linked to the logic and dimensions in existing models and conceptual frameworks on inclusive business such as: • The principles of new inclusive business models (LINK methodology) • Shared approach for performance measurement in smallholder chains (Sustainable Food Lab) • Producer Organisation Assessment frameworks (COSA, ScopeInsight, VECO,…) • Best used to in trading relationship whereby both the buyer and the smallholder suppliers make efforts to generate shared value (social, economic and environmental) and invest in long-term profitable relationship.
- 31. Focus & scope signification framework Smallholder producers Farmer Organisation Private Company Relationship, shared value generation including organisational & management issues between farmers and their organsations Trading relationship & shared value generation between buyers and organised farmers “Library” of possible signifiers & modifiers + Source: LINK Methodology (CIAT)
- 32. Contact VECO / Vredeseilanden Blijde inkomststraat 50 3000 Leuven + 32(0)1631 65 80 Steff Deprez Advisor Planning, Learning & Accountability steff.deprez@vredeseilanden.be www.veco-ngo.org