Understanding how farmers and consumers choose varieties and products remains an important focus for CGIAR Initiative on Market Intelligence. A recently published International Food Policy Research Institute (IFPRI) Brief written by Martina Cavicchioli, Berber Kramer, and Carly Trachtman introduces a conceptual framework to describe the factors that inform farmers’ varietal uptake choices. The framework integrates farmers’ choices and behaviors alongside more contextual and technical aspects of seed uptake. The framework can support qualitative research design and data analysis for generating intelligence about farmers’ decision-making about seed products, which may be of use to government agencies, nongovernmental organizations, and companies that operate in the seed sector.