LESSON 3
Do I know what I want? Research Attitudes!
Learning Outcomes
- You will familiarise with several research methodologies to identify what attitudes people hold, and who exactly thinks what
- You will learn how to identify the pros and cons of quantitative and qualitative research
Finding Out What People Think and Feel
Attitudes are what people feel. But who exactly feels what? Before attempting to change something, you need to know what’s going on.
Often campaigners start from the assumption that they already know what’s going on. After all, you are at the frontline of the battle and these attitudes you’re trying to change, well you hear them everyday.
The problem is that the opinions you hear are usually those of the most vocal people and, as we have seen, these are not the people that are the most useful to target. Campaigns have a better time approaching the silent groups who are “on the fence” and for them, things are more subtle…
This lesson will take us into researching WHO feels WHAT.