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Participatory Varietal Selection (PVS) is the selection by stakeholders of varieties in advanced testing stages by plant breeding programs. With Burundi as a case example, this study incorporated qualitative Focus Group Discussions (FGDs) into the quantitative PVS structure so as to elicit deeper insights into rice trait preferences and illuminate broader issues affecting rice farmers. During two consecutive years, this study surveyed 174 participants across six stakeholder groups (administrators, farmers, custom millers, researchers, seed producers, and traders) in three locations. There were statistically significant associations in rice trait preferences across locations, participating stakeholders, and genders, highlighting preference alignment. Moreover, multiple traits were desired simultaneously, beyond productivity-related traits, and sometimes contradicting researchers’ preferences, especially in rainfed systems. By moving beyond quantitative PVS preference scores as being the only way of gathering trait preference data, this study has shown how the incorporation of qualitative FGDs into the PVS structure can elicit deeper insights on trait preferences and illuminate broader issues affecting rice farmers, which when solved can accelerate the momentum in widespread adoption of new rice varieties.