University of Leeds, Covid Research – November 2020

·       Understand how people receive, make sense of and act upon communications about the pandemic.

·       Explore different values and personality traits among the public and understand the relationship these had to covid communications.

The first three waves of the survey asked a range of behavioural, attitudinal and lifestyle questions to look at people’s experiences during the pandemic. The surveys also asked what communication about COVID-19 people had come across and how well official guidance had resonated and been understood.

A segmentation analysis found six distinct groups in the population of different cultural and personality types. The university used this to write a report on each segment’s behaviours during the pandemic and their approach to communications.

• Wave 1: 1,040 respondents were surveyed online between 3-7th August
• Wave 2: 1,057 respondents were surveyed online between 11-13th August
• Wave 3: 1,014 respondents were surveyed online between 18-21st August

The segmentation used a factor analysis, followed by a K-Means clustering analysis to arrive at a six-segment solution with a predictability level of 91.6%.