Agricultural data captured via unmanned aerial vehicles (UAVs/drones) is becoming increasingly abundant. However, the key commercial challenge is to turn such data into useful information to support more accurate and timely decision making. We are investigating the use of UAVs to create an automated stock counting system that would be easy to use, accurate and fully automated. To help with this process we need to gauge if farmers would find this technology useful and if so why would they find it useful. By answering these questions we can tailor our solution more closely to farmer’s actual needs.