This study looks at the small dairy farm problem in response to industry pressure and associated research funding (from DairyNZ through a small dairy farmer organization … Smaller Milk and Supply Herds Association…SMASH). The objective was to explore the problems, or challenges, resulting from being ‘small’ as seen by the dairy farmers themselves. The objective was also to relate these farmer defined ‘challenges’ to the farmers’ personal situation and attributes. It was believed this farmer data may well inform the final phase of the study in which data was collected to discover the information the farmers’ believed would be helpful to them in meeting the challenges. Conclusions should guide the actions which SMASH, and other extension groups, can take.