Background and Aims Grapegrowers often trial alternative practices to meet business goals. Our aim was to investigate why and how experiments are conducted during grape production, the perceived value of current approaches and opportunities for change. Methods and Results Semi‐structured interviews were conducted with 35 growers and eight consultants with diverse demographic and business attributes across Australia. Growers and consultants conduct experiments, often over several seasons, to learn about alternative viticultural practices, to gain knowledge, to enhance confidence in changing practice and to solve problems. Trial approaches are diverse and not associated with business or personal attributes. Growers value conclusive results for confident decision‐making; however, they are constrained by available time, labour and lack of efficient, objective measures of crop responses. Spatial variability in land is viewed as a contributor to non‐uniform fruit yield and composition and recognised as a factor confounding trial results. Conclusions Growers value their experimentation despite facing challenges during the process. They also expressed a desire for robust results which could be addressed by efficient approaches to experimentation that incorporate spatial information and generate results for more informed decision‐making. Significance of the Study The empirical evidence of growers' experimental behaviours highlights the importance of experimentation to wine businesses and identifies the need for new approaches that generate more useful information to support growers' decisions.

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Grape growers are often constrained by available time and labor to conduct trials that deliver informative results. Spatially distributed trial designs coupled with data collection using sensing technologies can introduce efficiencies and also account for the impact of land variability on trial results. Various spatial approaches have been proposed, yet how farmers perceive them is largely unknown. We collaborated with four wine businesses in Australia to explore how grape growers and viticultural consultants perceive a simplified spatial approach to experimentation involving one or more vineyard rows or “strips.” In each case, the simplified strip approach was applied alongside growers’ or consultants’ own methods to compare the perceived value of different methods. The Theory of Planned Behavior was used as an analytical framework to identify factors influencing participants’ intentions towards adopting the strip approach. Our findings show that growers and consultants perceived several advantages of the strip approach over their own methods. Key factors impeding uptake were resource constraints for collecting trial data and lack of skills and knowledge to use and analyze spatial data to position the trial and interpret results. These constraints highlight the need to support growers and consultants who see value in this approach by developing automated and affordable measurements for viticultural variables beyond yield, and by providing training on how to analyze and interpret spatial and response data. This study provides novel insights for private and public sectors on where to focus efforts to facilitate adoption of spatial approaches to On-Farm Experimentation by specific target audiences.

Abstract. Ningxia Helan mountain grape industry to its long industry development history, vast land resources, adequate human capital security, and grape industry gathering area for core platform for the development of the industry and create a world quality grape industry corridor as a starting point, through the industrial agglomeration, integration of resources "as the core strategy, vigorously develop the grape industry and its related culture and tourism economy,