The groundnut data was collected from small-scale groundnut farmers in the Tanzanian regions of Dodoma, Shinyanga, Mtwara, Lindi, and Songwe in May and November 2023. The sample size consists of 2,200 small-scale farmers. The phase one data responses are from farmers in Dodoma and Shinyanga, collected in May 2023, while the phase two data is from farmers in Mtwara, Lindi, and Songwe, collected in November 2023. The farmer profiling questions covered the following topics: socio-demographic information, with variables such as gender, age, family size, and education; farm information variables, including farm size, crops grown, animals kept, input use, and key income sources; information on groundnut farming variables, such as seed purchase, cropping system, seed volume and plot size, harvest volume and usage; and food security and hunger questions. The data also includes the identification and selection of preferred groundnut seed variety concepts presented in video format. For the video data collection, eight product descriptions were conceptualized into videos, with presentations made by both a male and a female seed multiplier. Each farmer saw only three of the eight videos at a given time (incomplete block design). The videos viewed by each farmer were selected at random, resulting in a total of 6,600 videos presented to 2,200 small-scale farmers overall.
