BackgroundIn an environment where the adoption of improved varieties resulting from plant breeding programs is limited, it is essential to identify end‐user preferences beforehand. A participatory survey was conducted in eight localities in Korhogo and Bouake regions, (central and northern Cote d'Ivoire, respectively) to identify producers' preferences and increase the adoption of improved varieties. The study involved 160 producers and consumers through focus group discussions and individual interviews.ResultsSweetpotato is mostly grown on small plots (<1ha) of land (89.2%) with women (66%) as the main producers. In the Bouake region, sweetpotatoes are grown on mounds (100%), while in Korhogo they are grown on ridges (86.2%). The main food products or forms of preparation from roots are fries (34.7%), boiled (34.3%), mashed (12.4%) and sweetpotato stew (9.1%). Major constraints, including low price of roots (26.3%), low productivity (16.2%), and post‐harvest storage issues (14.5%), were identified as affecting sweetpotato production.ConclusionsThe selection of new varieties should be oriented towards high‐yielding varieties with high dry matter content; deployed stems; and roots of round, oblong or elliptical shape with good culinary characteristics (dry matter, sweet taste, dry texture, absence of fibre). Plants must be drought resistant, tolerant to poor soil, to diseases and pests with a good yield. The color of skin and flesh of the sweetpotato, although constituting criteria of choice, are not essential for the acceptance or the rejection of a variety by the users.This article is protected by copyright. All rights reserved.