This document presents a method for identifying potential adopters of agricultural innovations. The method involves interviewing farmers to understand their farm context and how it relates to the costs and benefits of adopting an innovation. Large surveys are then used to validate the contexts and quantify different benefit segments. As an example, the method identified 5 benefit segments for micro-irrigation adoption among fruit growers, with the total potential adopters being much smaller than assumed. The implications are that research, extension, and policy should tailor their approaches to different farmer segments in order to better support adoption.