This study, contracted to Kula Vyema Centre by CIMMYT (International Maize and Wheat Improvement Center), sought to generate data to guide the next generation product profiles for hybrid maize in Kenya, by giving insights into the product expectations that speak most to the needs of farmers; as well as establish the factors that influenced farmers classifications and choices of maize varieties. In order to assess farmers’ interests and needs regarding future germplasm, a survey of 1,200 maize farming households from Intermediate Maturity zones in Bungoma and Kakamega Counties was undertaken, utilizing a video-based product ranking tool. Kula Vyema Centre worked with CIMMYT to finalize the questionnaire and establish the data management system. Kula Vyema Centre planned and conducted the survey successfully and submitted to CIMMYT a clean dataset in Stata.