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Open debate setting-the-scene-v2_270315


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By Steve Ginnis - Ipsos MORI

Published in: Government & Nonprofit
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Open debate setting-the-scene-v2_270315

  1. 1. Internal use only© Ipsos MORI Version 1 | Public Scene Setting: Discussing Science in a Digital Age Steven Ginnis Head of Digital Research, Social Research Institute 27/03/15
  2. 2. 2 Version 1 | Public© Ipsos MORI The rise of mobile internet
  3. 3. 3 Version 1 | Public© Ipsos MORI Use of social media continues to increase
  4. 4. 4 Version 1 | Public© Ipsos MORI Q. From which one or two of these, if any, do you hear or read about new scientific research findings most often? Bases: 1,749 UK adults aged 16+; 510 16-24 year-olds Are people talking about science online? 59% TV 14% radio15% online newspapers/ news websites 6% social networks 23% print newspapers 19% among 16-24 year- olds Of whom, 69% mention BBC News
  5. 5. 5 Version 1 | Public© Ipsos MORI 5 ONLINE TELEPHONE FACE TO FACE POSTAL QUALITATIVE DEPTH WORKSHOPS FOCUS GROUPS MOBILE SOCIAL LISTENING DELIBERATIONETHNOGRAPHY PAS 2014 employed a mix of quant and qual methodologies, including some new innovations… BIG DATA
  6. 6. 6 Version 1 | Public© Ipsos MORI The project includeded 4 waves of social listening • Ipsos MORI, on behalf of the Department for Business, Innovation and Skills, conducted a year long research exercise into how people talk about some key science topics/stories online (the topics were chosen in conjunction with BIS). • The Brandwatch social media platform was used to measure internet traffic volumes on different subjects across a range of online sources, including Twitter, forums, blogs and news. • Some of the data was then analysed qualitatively, looking at who was talking and what they were saying, and searching for themes, patterns and linkages Meteor in Russia Horsemeat GM food Badger cull Fracking Measles outbreak Climate change Animal research Jan-Mar Apr-Jun Jul-Oct Oct-Dec
  7. 7. 7 Version 1 | Public© Ipsos MORI Social listening helped scope volume and language of discussion on key science topics throughout the year… 0 500 1000 1500 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Horsemeat Meteor Measles GM food Fracking Badger cull Climate change Animal research
  8. 8. 8 Version 1 | Public© Ipsos MORI Map of how IPCC report from Sept 2013 was discussed online But we have to be careful… identifying relevant discussion can be difficult Armed police officer reinstated because sex on duty is 'like a tea break' - MIRROR #ipcc
  9. 9. 9 Version 1 | Public© Ipsos MORI Measuring sentiment can be tricky too 13 46 41 60 37 4 200 sample Automated sentiment: positive, neutral, negative Same 200 sample Manual coding: pro, anti, neutral climate change Oh god turned over to news night and the looney greens banging on about climate change ? Yup it's called weather you @!*&s RT @[name]: Way to go, elected officials! #idiots House Votes To Deny Climate Science And Ties Pentagonu2019s Hands On Climate Change http://tu2026 RT @[name]: Climate change is clear and present danger, says landmark US reportn e #psaenvironment @RCu2026
  10. 10. 10 Version 1 | Public© Ipsos MORI Evaluating the #BackClimateAction campaign taught us some valuable lessons
  11. 11. 11 Version 1 | Public© Ipsos MORI How should we interpret the metrics we’ve inherited from Tech development?
  12. 12. 12 Version 1 | Public© Ipsos MORI Time for a new approach?
  13. 13. 13 Version 1 | Public© Ipsos MORI What is an ‘online community’? Each online community is its very own dynamic, interactive ‘space’: the ‘home’ of a panel of research participants. Bespoke communities of all sizes can be set up for specific projects; they can be open, private, or both.  Bespoke design.  Members have their own profile, and are invited to take part in regular activities – such as surveys, forums and live discussion groups.  Activities can be filtered to selected target groups of respondents, or based on members’ responses to a previous activity.  All content is moderated by the core research team but participants are able to comment on each other.  Panel management modules included to track participation & synthesise findings over multiple activities.
  14. 14. 14 Version 1 | Public© Ipsos MORI How can we use online communities to broaden reach and engagement? Each environment is tailored to suit individual projects: • Should the community be open, private, or both? • A one-off event, or reoccurring? Open forum - Open engagement via a weblink and email invite - Open for a prolonged period Closed forum - Invitation only – via email invite - Open for a short one-off period Members’ Community - Invitation only – via email invite - Permanently open (for a fixed period or until further notice) Members’ Base - Invitation only – via email invite - Open at intervals throughout the life of the panel
  15. 15. 15 Version 1 | Public© Ipsos MORI Exploring science online – what did we learn from PAS 2014? 1 What did we achieve? • Insight in to the way people perceive science today, and how they receive and share news about science. • The results have been used to inform Government on the way in which science should be communicated, and to aid the design of the Public Attitudes to Science survey. What did we do? • A mixed method approach over three waves • 2 ‘qualitative’ surveys (incorporating a high number of open ended questions) • 2 online discussion boards • 4 online discussion groups • Respondent blogs on a specific research task (sharing news on science with a friend) Over the course of a year, we had access to over 1,000 people through an online community
  16. 16. 16 Version 1 | Public© Ipsos MORI So… how can digital methods improve science dialogue? Online participation continues to grow and can snowball Front end tech brings lots of opportunity for deliberation There are still people who won’t be able to take part – need to assess how important this is and how methods can complement each other. Power to track attitudes and experiences over time Ability to bring people (& stakeholders) together A useful tool for stakeholder engagement in it’s own right? Can also foster discussion between public, experts and policy makers Back end tech synthesises analysis across activities at both individual and subgroup level; also allows for coding of data The site can host lots of project specific materials; host videos; foster co-creation. Very important for framing discussion on science.