scc 2012 walk a mile in their shoes: engaging different demographics
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Walk a mile in their shoes:
engaging different segments Sarah Castell and Jayesh Navin Shah
May 2012
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Some background
• Last year, we presented findings from the Public Attitudes to
Science (PAS) 2011 study
• The study included a quantitative segmentation, grouping together
members of the public that tend to have similar attitudes to science
• Last year’s session offered a brief description of the six segments,
among other PAS 2011 findings
• Delegates wanted a more thorough exploration of how they might
tailor engagement activities to these six segments
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Three things for today
1. In-depth presentation of the six segments, and
potential approaches for engaging them
• c.20-minute presentation
• c.3-minute vox pops video
2. Generate ideas for how to overcome your own science
communication challenges
3. Discuss how to detect the impact of engagement
activities among specific segments
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What do we mean by “segments”?
Tendencies rather than certainties when grouping
people
Our interpretations of an objective statistical analysis
Segments have overall defining characteristics, but
a range of views in each
Based on a quantitative segmentation model, so …
Previous PAS studies have consistently identified similar
segments, so these are enduring groups in the UK public …
… so how do we use this segmentation?
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The six segments
Who are they and what are their views?
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We know how interested and engaged they are in science …
… but we need to know more
informed about science (net score)
agree it‟s important to know about science in daily lives (net score)
Confident Engagers
Distrustful Engagers Late Adopters
The Concerned
Disengaged Sceptics
The Indifferent
Potential low- hanging fruit
Hardest to engage
Base: 2,103 UK adults aged 16+ Fieldwork dates: 11 October-19 December 2010
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Confident Engagers are strongly positive about the role of science in society, and already feel sufficiently engaged
Tend to be affluent (ABC1s), have a higher
education and aged 35-44
“Yes [psychology is a science]. Because of things like Pavlov‟s experiments, you can show how things work by methods.”
PAS 2011 participant
• Were enthusiastic about science at school
• Relatively close proximity to science in their lives,
either through work, or friends and family
• Often go to all sorts of museums, galleries and
festivals
• Sceptical about health and science claims made in
adverts and in the media
More likely to read broadsheets, use social media and
read science blogs
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Distrustful Engagers think science benefits society, but are less trusting of scientists and less confident of regulation
“Unfortunately, there are so many things which come up in media where things have been handled wrongly. I think the NHS is in a bit of a mess, so I would not fully trust that everything would be used in the correct way.”
HTA stakeholder evaluation (2007)
Tend to read right-leaning newspapers, but also more likely
to read science magazines
• More cynical about the intentions of private
companies and government, and think the
public should have more say
• Tend to think of scientists as introverts,
working behind closed doors
• Often sports fans, more likely to attend live
sports events
Tend to be men, generally without children, affluent
(ABC1s), with a higher education, and aged 55+
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Late Adopters did not enjoy science at school, but now take a strong interest, based on environmental and ethical concerns
“[Carbon Dioxide Removal options] are natural processes, so less likely to have unintended consequences on ecosystems.”
Experiment Earth (2010)
More likely to download or stream programmes or video clips, and to visit social networking websites
Tend to be women, often parents generally young,
aged 16-34, many with an arts or humanities background
• Take a broad view of what constitutes
science (e.g. CSI as a science-based show)
• Engage with news stories and activities that
relate back to their environmental and
ethical concerns (e.g. going to the zoo)
• Would like to hear more scientists discuss the
social and ethical implications of their work
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The Concerned distinguish themselves through a more religious or spiritual outlook on life, which informs their views on science
More likely to be women, from younger age groups aged 16-34, less affluent (C2DEs) and from ethnic minority backgrounds
“It shouldn‟t be done because once you start you can‟t stop or control it … The consequences would leak out somewhere.”
Public dialogue into Animals Containing Human Materials
(2010)
More likely to read tabloids, and less likely to read any
Sunday newspaper
• Often less convinced about established
science (e.g. on climate change or vaccination)
• Not sure what the economic benefits of
science are
• Think religion and faith should play a stronger
role in society than they currently do
• Tend to have faith that the government is
generally doing the right thing
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The Indifferent do not feel informed about science, but are not especially interested or concerned either
“You always hear these things without always knowing what they are. It‟s „medical‟, but that‟s about as far as I‟ve actually thought about it. It‟s like „cells‟, you often read things without fully understanding what it is anyway.”
HTA stakeholder evaluation (2007) Tend to be older people and retired, often less
affluent (C2DEs)
Least likely to have internet access, so television and
newspapers are important, especially tabloids
• Generally tend not to be interested in new
challenges or learning new skills
• Generally don‟t go to museums or
galleries
• Are put off by technical terms and jargon
• Don‟t think there is much they can change
with the way things are run
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Disengaged Sceptics were put off science at school, and today they find it overwhelming
“It‟s no use talking to us about CO2 emissions and expecting us to change our behaviour instantly. A tonne of carbon, what does that even look like! I want to know what‟s going to happen around here.”
The Big Energy Shift (2009)
More likely to be women, less affluent (C2DEs), and with no formal qualifications
More likely to read tabloids, and less
likely to have internet access
• Think things like science and the economy are too
complex for them to understand
• Take a conservative attitude towards science
and health regulation
• Don’t want personal involvement, but want to
know the Government is listening to the public
• But will engage with news stories if there is a non-
science narrative that interests them
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So do these groups of people really exist?
• This short video was taken with members of the general public who
attended our PAS discussion groups in London in February 2011
To view this video, please go to the BIS YouTube channel at
http://www.youtube.com/user/bisgovuk#p/a/u/0/DW61a3ni4Xc
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But remember, people don‟t travel around as segments!
Late Adopter, with son or daughter
More likely than average to attend a science-related activity (e.g. science museum) with …
Disengaged Sceptic, no tendencies
Distrustful Engager, alone
Confident Engager, alone or with friends
The Concerned, with friends
Indifferent, tend not to do science activities
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Some of our ideas on how you might engage these groups
CONFIDENT ENGAGERS
DISTRUSTFUL ENGAGERS
LATE ADOPTERS
THE CONCERNED
THE INDIFFERENT
DISENGAGED SCEPTICS
Dispel myths about scientists – show they work in teams and have
to be creative
Not just about the “science” – some may respond more to the social and ethical implications
(e.g. of climate change)
What are the intentions of scientists in areas such as stem cell research, and how
will this benefit people?
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Some of our ideas on how you might engage these groups
CONFIDENT ENGAGERS
DISTRUSTFUL ENGAGERS
LATE ADOPTERS
THE CONCERNED
THE INDIFFERENT
DISENGAGED SCEPTICS
Could this segment be science ambassadors to
the other segments?
Both these segments respond best when
science isn‟t isolated, but a part of culture, and related to the things they
do in their daily lives
“Before, science was the Bunsen Burner, nothing else, and then I thought, it‟s everything – gardening, food, glasses!”
PAS 2011 participant
Demystifying science – anyone can do science
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Thanks and now for your ideas! sarah.castell@ipsos.com
jayesh.shah@ipsos.com
© Ipsos MORI
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In your breakout groups …
1. Familiarise yourself with the segment on your table
2. Share your communications challenge with others on your table
3. Group discussions
• What in life really matters to this segment?
• How can you use the things that matter to involve them with your issue?
• How would you use media channels, messages, events, activities, within
your budget?
• What does success look like? What will the segment do or think
differently as a result of your action?
• Prepare to present back your top three insights to the group
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Distrustful Engagers – what do they think of science?
Bases: 2,103 UK adults aged 16+; 260 Distrustful Engagers Fieldwork dates: 11 October-19 December 2010
12%
85%
88%
58%
59% 63%
50%
72%
71%
24% 67%
80%
37%
49% 54%
40%
82%
51%
School put me off science
It is important to know about science in my daily life
On the whole, science will make our lives easier
The science I learnt at school has been useful in my job
Finding out about new scientific developments is
easy these days
Rules will not stop scientists doing what they want behind
closed doors
The speed of development in science and technology
means they cannot properly be controlled by government
In general, scientists want to make life better for the
average person
Public consultation events are just public relations
events and don‟t make any difference to policy
% All UK adults aged 16+ agreeing
% Distrustful Engagers agreeing
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Distrustful Engagers – what kinds of things would they say?
“Unfortunately, there are so many things which come up in media where things have been handled wrongly. I think the NHS is in a bit of a mess, so I would not fully trust that everything would be used in the correct way.”
HTA stakeholder evaluation (2007)
“I‟m sometimes sceptical of peer review. Don‟t we tend to look after our own? Sometimes we‟re very critical, but doctors tend to be a closed circle and if one makes an error they … cover up and protect their own.”
Public Attitudes to Science 2011
“In the current political climate is your research biased in favour of things to support climate change?”
Experiment Earth (2010)
“As far as I'm concerned, [my medical information] is stored in a general office area, accessible by every single member of staff who works in the surgery.”
Use of Medical Records in Medical Research (2006)
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Late Adopters – what do they think of science?
Bases: 2,103 UK adults aged 16+; 392 Late Adopters Fieldwork dates: 11 October-19 December 2010
% All UK adults aged 16+ agreeing
% Late Adopters agreeing
40% 52%
77%
86% 81%
68%
91%
24%
36%
68%
82% 65%
44%
74%
School put me off science
The science I learnt at school has not been useful in my
everyday life
It is important to know about science in my daily life
Science is such a big part of our lives that we should all
take an interest
I want scientists to spend more time discussing the
social and ethical implications of their work
Scientists should be rewarded for communicating
their work to the public
Human activity does have a significant effect on the
climate
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Late Adopters – what kinds of things would they say?
“[Carbon Dioxide Removal options] are natural processes, so less likely to have unintended consequences on ecosystems.”
Experiment Earth (2010)
“Science and the arts are both creative in different ways. Leonardo da Vinci did science and arts.”
Public Attitudes to Science 2011
“A human would express pain in an experiment. Why should an animal go through what a human isn‟t prepared to go through?”
Animals Containing Human Materials dialogue (2010)
“With the weather in our own country, the tsunami, in Chile and the amount of pollution in China, we know something is happening.”
Experiment Earth (2010)
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The Concerned – what do they think of science?
Bases: 2,103 UK adults aged 16+; 490 Concerned Fieldwork dates: 11 October-19 December 2010
% All UK adults aged 16+ agreeing
% Concerned agreeing
52%
45%
33%
62%
71%
48%
47%
74% 25%
68%
29%
24%
68% 56%
40%
41%
66% 15%
Human beings have evolved from other animals
We depend too much on science and not enough on
faith
The more I know about science, the more worried I
am
Jobs in science are very interesting
People shouldn‟t tamper with nature
The speed of development in science and technology
means they cannot properly be controlled by government
Scientists seem to be trying new things without stopping
to think about the consequences
Scientists should listen more to what ordinary people think
Government funding for science should be cut
because the money can be better spent elsewhere
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The Concerned – what kinds of things would they say?
“It shouldn‟t be done because once you start you can‟t stop or control it … The consequences would leak out somewhere.”
Animals Containing Human Materials dialogue (2010)
“Technology makes people lose jobs. Machinery is more efficient, so you don‟t need people, so you have job cuts.”
Public Attitudes to Science 2011
“The risks are exploitation, manipulation, it being used for the wrong purposes, but we‟re always seeing the goalposts, or the line of what‟s acceptable, being pushed further and further.”
HTA stakeholder evaluation (2007)
“Half the world is starving – all this should be addressed before we take this further.”
Animals Containing Human Materials dialogue (2010)
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The Indifferent – what do they think of science?
Bases: 2,103 UK adults aged 16+; 389 Indifferent Fieldwork dates: 11 October-19 December 2010
% All UK adults aged 16+ agreeing
% Indifferent agreeing
48% 63%
40%
33%
71%
57%
77%
46%
61%
81%
89%
68%
25%
63%
46%
84%
32%
51%
I enjoy new situations and challenges
It is important for me to keep on learning new skills
it is important to know about science in my daily life
Science is such a big part of our lives that we should all
take an interest
The UK is too small to make an impact on climate change
Science and technology are too specialised for most
people to understand them
It‟s normal for scientists to disagree
I don‟t think I‟m clever enough to understand
science and technology
Public consultation events are just public relations
events and don‟t make any difference to policy
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The Indifferent – what kinds of things would they say?
“You always hear these things without always knowing what they are. It‟s „medical‟, but that‟s about as far as I‟ve actually thought about it. It‟s like „cells‟, you often read things without fully understanding what it is anyway.”
HTA stakeholder evaluation (2007)
“I only know what‟s presented to me. Maybe TV advertisements or magazines – things that we look at … [Science] is the part of the newspaper that we skip normally.”
Public Attitudes to Science 2011
“That nanotechnology stuff, the vivisection, I don‟t understand that. It‟s so confusing, all these atoms and molecules.”
Public Attitudes to Science 2011
“It‟s difficult to know what we can do [to mitigate climate change] in our little way.”
Experiment Earth (2010)
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Disengaged Sceptics – what do they think of science?
Bases: 2,103 UK adults aged 16+; 269 Disengaged Sceptics Fieldwork dates: 11 October-19 December 2010
% All UK adults aged 16+ agreeing
% Disengaged Sceptics agreeing
58%
43%
90%
92%
96%
49%
70%
79%
72% 32%
22% 71%
81%
89%
40% 54%
73%
82%
I don't think I'm clever enough to understand
science and technology
I cannot follow developments in science and technology
because the speed of development is too fast
There is so much conflicting information about science it is difficult to know what to
believe
I enjoy new situations and challenges
It is important for me to keep on learning new skills
The speed of development in science and technology
means they cannot properly be controlled by Government
Rules will not stop scientists doing what they want behind
closed doors
Government should delay new medicines or
technologies until scientists are completely certain there
are no bad side effects
Public consultation events are just public relations
events and don‟t make any difference to policy
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Disengaged Sceptics – what kinds of things would they say?
“It‟s no use talking to us about CO2 emissions and expecting us to change our behaviour instantly. A tonne of carbon, what does that even look like! I want to know what‟s going to happen around here.”
The Big Energy Shift (2009)
“The graph showed 100 parts per million in 200 years, and a 1°C increase in temperature. How will it affect us? Should we really be concerned about 2°C?”
Experiment Earth (2010)
“It was quite interesting to have taken part in something like this, especially if you‟ve got a background where you don‟t know much about science. It‟s made me more aware of … the world that‟s behind the scenes working on curing diseases.”
Animals Containing Human Materials dialogue (2010)
“I wouldn‟t have connected science to all these areas.”
Public Attitudes to Science 2011
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