Product Design Teams (PDTs): A client-oriented approach to defining market segments and target product profiles

Seed product market segmentation (SPMS) and target product profiles (TPPs) are the backbone for breeding teams across CGIAR for addressing the requirements of seed companies, farmers, processors, and customers. Each seed product market segment, which in the case of CGIAR is defined at sub-regional level, represents a unique set of requirements. Attached to the segment is a TPP which describes the ideal product to meet the requirements. Taken together, the framework provides a starting point for discussions by breeding teams on investment opportunities.

Discussions on market segments and TPPs need to develop over time as new insights are gained. Some requirements might be overlooked, and others may be emerging due to client requirements and changes in the context. There is a need for a greater understanding of the evolving requirements of the seed companies, farmers, processors, and consumers in the market segments that CGIAR serves. It must be recognized that not all requirements of farmers or consumers are amenable to breeding or efficient to incorporate in breeding pipelines – for example, some post-harvest losses or weed management can be best addressed by appropriate storage mechanisms and improved agronomic practices, respectively.