Market research was conducted to develop an extension program targeting the specific irrigation management needs of growers in the stone and pome fruit industry within the Goulburn Valley, Victoria. The process of integrating market research with extension practice proved challenging, as it required the development of an extension program that was fundamentally different from what was originally envisaged. However, it was essential to achieve this integration in order to meet the original objectives for the extension program as set by the funding body. We found, in most cases, that the motivation for stone and pome fruit growers in the Goulburn Valley to change orchard irrigation management practices was not because they needed to save water, or to increase water use efficiency. Instead, growers were changing practices in order to save time irrigating, improve the scope for managerial flexibility in the orchard, or when redeveloping their orchard to a closer planting design. These findings suggest that growers in the Goulburn Valley are more likely to respond to an extension program consistent with these motivations rather than a program promoting water use efficiency.