While improved seeds can increase performance and productivity of corn in Mexico, its adoption remains low. In order to understand the behavior of adoption of technological innovations, it is necessary to understand the heterogeneity of farmers taking into account not only their socio-economic characteristics and the nature of their holdings, but also their opinions, attitudes, preferences and objectives. Therefore, in this investigation our aim was firstly to analyze the objectives that farmers have to take into account when they cultivate corn in Chiapas and we have used the analytic hierarchy process. Secondly, to segment the farmers based on their opinions, attitudes and risk aversion using the cluster analysis and observing the heterogeneity by the Tobit analysis. Data were collected through a sample of 200 maize farmers in Chiapas, Mexico. Three segments of farmers were identified: In “transition” - not fully appreciating the potential of improved seeds (52.5%); “conservative” - with a negative perception of improved seeds (18.5%); and “innovative” - with a positive perception (29%). It was observed that the objectives of farmers are different for each segment.