Demand-led breeding strategies are gaining importance in public sector breeding globally. While borrowing approaches from the private sector, public sector programs remain mainly focused on food security and social impact related outcomes. This necessitates information on specific user groups and their preferences to build targeted customer and product profiles for informed breeding decisions. A variety of studies have identified gendered trait preferences, but do not systematically analyze differences related to or interactions of gender with other social dimensions, household characteristics, and geographic factors. This study integrates 1000minds survey trait trade-off analysis with the Rural Household Multi-Indicator Survey to study cassava trait preferences in Nigeria related to a major food product, gari. Results build on earlier research demonstrating that women prioritize food product quality traits while men prioritize agronomic traits. We show that food product quality traits are more important for members from food insecure households and gender differences between men and women increase among the food insecure. Furthermore, respondents from poorer households prioritize traits similar to respondents in non-poor households but there are notable trait differences between men and women in poor households. Women in female headed household prioritized quality traits more than women living with a spouse. Important regional differences in trait preferences were also observed. In the South East region, where household use of cassava is important, and connection to larger markets is less developed, quality traits and in ground storability were prioritized more than in other states. These results reinforce the importance of recognizing social difference and the heterogeneity among men and women, and how individual and household characteristics interact to reveal trait preference variability. This information can inform trait prioritization and guide development of breeding products that have higher social impact, which may ultimately serve the more vulnerable and align with development goals.

The International Food Policy Research Institute (IFPRI), established in 1975, provides research-based policy solutions to sustainably reduce poverty and end hunger and malnutrition. IFPRI's strategic research aims to foster a climate-resilient and sustainable food supply; promote healthy diets and nutrition for all; build inclusive and efficient markets, trade systems, and food industries; transform agricultural and rural economies; and strengthen institutions and governance. Gender is integrated in all the Institute's work. Partnerships, communications, capacity strengthening, and data and knowledge management are essential components to translate IFPRI's research from action to impact. The Institute's regional and country programs play a critical role in responding to demand for food policy research and in delivering holistic support for country-led development. IFPRI collaborates with partners around the world.

Breeding programs are increasing efforts towards demand‐led breeding approaches to ensure that cultivars released meet the needs of end users including processors, traders, and consumers, and that they are adopted by farmers. To effectively deploy these approaches, new tools are required to better understand and quantify the degree of preference differences among alternative trait changes competing for measurement and selection effort. The purpose of this study was to present a method of quantifying preferences and developing typologies according to breeding priorities by applying an online trait preference survey approach to cassava (Manihot esculenta Crantz). This paper presents a conjoint analysis based on Potentially All Pairwise RanKings of all possible Alternatives (PAPRIKA) to help guide breeding programs in understanding trait preferences across value chain roles and social contexts and set breeding priorities that represent diverse interests. Trait preferences were assessed using a comprehensive survey and analysis package incorporating a core adaptive conjoint method (1000minds, 2020). Trait selection was based on a trade‐off of 11 cassava traits carried out with 792 cassava value chain actors in four geopolitical regions in Nigeria. Principal component and cluster analyses revealed three clusters (typologies) of respondents according to their trait preferences. The results demonstrate the usefulness of this methodology that innovates on previous trait preference approaches to address the expanding needs of plant breeding programs within smallholder contexts.