This article contributes to the study of decision-making processes both at a farm systems level and at the level of agricultural research in partnership with commercial farms. It also highlights the way in which adoption and adaptation of innovation occurs in a socially rich context with information, group formation and connectivity converging to create a complex learning environment. Design/methodology/approach: The methodology used in this research centres on the Communities of Practice (CoP) theoretical framework augmented by Gramsci's notion of Intellectual Communities and discursive analysis. A dairy farming systems project operating in Australia (3030 Project) provided the context for our study. Findings: The group structures within the 3030 Project constitute CoP in which innovation is evolved, adopted and adapted. This process involves socially negotiated learning which is both processual and highly contextual. Discursive dialects are formed and interact within these CoP at the level of decision-making and can be analysed in context to further our understanding of the way in which farmers participate in learning opportunities and negotiate innovation. Practical implications: This theoretical framework can be used to enhance the learning capabilities of these groups by developing a better understanding of how discourse is used to successfully transfer knowledge effectively and with authority. Originality/value: The 3030 Project provided a unique opportunity for a comparative analysis of on-farm and research-based decision-making processes in a "real time" situation from a multi-scale perspective. (Contains 1 note and 1 figure.)