In this thesis several research methods are applied and evaluated to understand farmers’ demand for ‘seed’ of vegetatively propagated crops in Eastern-Africa. Seeds form the basis of cropping systems, and use of improved seed is considered to play an important role to increase global food security, reduce poverty, and improve livelihoods. Therefore, many organisations make an effort to develop and make available such improved seeds to farmers. Despite such efforts are the adoption rates of improved seed among smallholder farmers in developing countries variable and often below expectation. It is therefore important that our research methods provide better insights in the type of seeds that farmers prefer and to better meet their demand.