The survey data and analysis is separated into 14 section reports, each with a particular focus. If you wish to know more about any particular section report, please click on the report name.
1. MEASURING HOW PEOPLE THINK, FEEL AND ACT TOWARDS CLIMATE CHANGE
1a. Attitudes
Attitudes towards climate change; including segmentation of types.
1b. Feelings
Feelings towards low-carbon and high-carbon brands; linked to attitudinal segments and ideas which motivate action.
1c. Behaviour
Understanding how behaviour is influenced by attitudes and feelings. The analysis will specifically consider the responsibilities and behaviour of respondents with respect to major house improvement investments, personal transport, grocery shopping and laundry.
2a. Influencers & social tipping points
Understanding which individuals and organizations are influencing people; measuring interaction, networks of influence and provides a discussion of social tipping points.
2b. Government mandates for action on climate change
Understanding the mandate that governments have for action with commentary on how this data should be understood, drawing on recent political theory.
2c. Values and Passions - in relation to climate change
This section draws on psychological research regarding materialism and happiness to try and understand how such dispositions impact on how people engage with climate change. In addition the analysis will consider behavioural data - such as the types of cars owned. The analysis will also review incentives for action, such as personal passions and the employment sectors where respondents work in since, as Cæsar observed, “libenter homines id quod volunt credunt” (men willingly believe that which they wish for).
3. LOW-CARBON SECTOR ANALYSIS
Measuring how people feel about coal, and attitudes towards coal and nuclear power stations. Public reaction to Al Gore’s dream, launched on 17 July 2008, to switch US electricity to 100% renewable in 10 years; includes a tachistoscopic test of the relevant campaign press advert.
3b. Climate change campaigning organisations & marketing campaigns
Recognition and impact of major campaigning organization and key marketing campaigns.
3c. Climate change and the home
This section provides information about the residential housing infrastructure, heating systems and insulation used. It also described attitudes, responsibilities and behaviour relevant to investing in renewable energy for people’s homes.
3d. Green energy companies & hydrogen fuel cells
Hydrogen fuel cell developments can broadly be split into three categories - automotive, stationary and portable – and, although this research will consider all three categories, it will mainly focus on the stationary sector. It will consider the appeal of hydrogen fuel-cell boilers of the type being developed by Ceres Power, Ceramic Fuel Cells and Ballard - and model the potential of these systems. This sector will also measure recognition of a range of Green Energy suppliers.
Telepresence companies are developing high quality video and telecom systems; an important theme for promoting these systems is that they help people avoid the need to fly. This research assesses the recognition and reputation of companies offering these services, along with an assessment of how much they are anticipated to reduce flying.
3f. Transport, cars & car-share organisations
This section provides an holistic view of people's transport requirements, the cars they use, their attachment to cars given their lifestages. It also measures the recognition and potential appeal of car-share organisations.
3g. Carbon-offset companies and business reputations
The research considers which businessmen, businesses, or types of businesses, are considered as leaders, and which as laggards on climate change. The recognition and credibility of carbon-offset companies, as well as attitudes regarding the principle and practice of carbon-offsetting is also measured.
3h. The branding of climate change
The research measures the power of six different ideas to motivate action for climate change/low-carbon services. It links these ideas to actual advertising campaigns used to promote low-carbon brands.
