The issue of packaging the information is also significant - the attractiveness of the package must be considered to increase the likelihood that clients will purchase and read the material. The combination of surveys and focus groups yielded a richness of findings unlikely with a single method. Specifically related to the issues of pesticide use and safety was the important finding that although the Extension educators are interested in conveying information on the safe and prudent use of pesticides, many consumers are more interested in learning about specific pest control techniques. Thus, the challenge is how to provide information on how to safely, appropriately, and prudently solve pest problems when clients want information on how to quickly and easily solve their problem. What's primary to the educator isn't equally primary to the clients.
Every audience knows to some degree what they want to know about issues or subjects.
And, all Extension educators also should know what they want their audiences to know and even what they need to know. If those two perspectives correspond, no dilemma exists. However, more often than not the dilemma is real. Market research methods offer the educator a means to understand the degree and nature of likely differences. Market research has limitations when applied to Extension education.