User guide to experimental auctions of vegetatively propagated seed. RTB User Guide

Experimental auctions are used to understand the value of different products to consumers through
estimations of willingness to pay (WTP). This information is valuable for many reasons, from obtaining local
prices attached to seed traits to informing seed businesses about acceptable production costs. Experimental
auctions do a better job of estimating this than simple questionnaires or surveys. By engaging participants
actively, experimental auctions lead to real or hypothetical consequences that make people think and act
carefully according to their personal preferences. This user guide provides an overview of different types of
experimental auctions and their use in seed system research. The guide discusses the structure of auctions,
planning and conducting them, and lessons from the field. Reading this guide will help you to be prepared to
design and implement an auction in your own project or intervention.