|Three waves polling UK adults about their experiences during the pandemic and their perceptions of COVID-19 communications.
|The University of Leeds commissioned Savanta ComRes to conduct public polling to
· 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.
Date Published: 26/11/20
Categories: Economy | Health | Public and communities | Retail & Consumer | Social | UK
Client: University of Leeds
|Savanta ComRes surveyed 3,111 UK adults aged 18+ online in August. Data were weighted to be nationally representative of UK adults by age, gender, region and social grade.
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%.