Study reveals how bull buyers use key genetic information

Eye-tracking research sheds light on decision-making at bull sales

from the Beef Improvement Federation
Mar 25, 2026
9 hrs ago

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AMARILLO, Texas — A first-of-its-kind study using eye-tracking technology has revealed that when commercial producers shop for bulls, they overwhelmingly focus on an animal’s physical appearance and basic production traits and often overlook economic selection indexes designed to improve their buying accuracy.

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Charley Martinez speaks on a bull buying behaviors study at the 2025 Beef Improvement Federation (BIF) Research Symposium, hosted in Amarillo, Texas, last June.
Submitted photo

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Knebel 3 — Storey Hereford and Harmony Hill Red Angus sells only yearling bulls as they wean off the cow heavy and have no trouble physically cover mature cows during their maiden breeding year.

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Ring man — A ringman takes bids during a sale at the 2026 Watertown Winter Farm Show in Watertown, S.D.
Tri-State Neighbor photo by Janelle Atyeo

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The Beef Improvement Federation (BIF) is an organization dedicated to coordinating all segments of the beef industry — from researchers and producers to retailers — in an effort to improve the efficiency, profitability and sustainability of beef production. The organization was initiated more than 50 years ago to encourage the use of objective measurements to evaluate beef cattle. Continuing the tradition, BIF is now the clearinghouse for developing standardized programs and methodologies for recording of performance data for all traits, from birth weights to carcass traits.