Conversion of grassland to cropland in the US Prairie Pothole Region is of longstanding concern. The region's grasslands are carbon (C) sinks and provide important breeding grounds for many migratory bird species. Crop production requires more input use, potentially increasing pollution in the greater Mississippi watershed. Previous analyses of land conversion in the Prairie Pothole Region generally invoke neoclassical economic models and typically use secondary data to assess conversion decisions. To more deeply investigate farmers' land use choices, we use data from focus group meetings to learn about their conversion decisions, conversion costs, and motives. Farmers mentioned profit-related factors frequently as a factor in their [...]