An Audience Segmentation Analysis
Summary: This segmentation report is an analysis of the EPA Climate Change in the Irish Mind survey published in 2021, in partnership with Yale University. The report shows that the Irish population can be categorised into four distinct audiences based on attitudes about climate change. The classification shows that the audiences strongly differ on their knowledge, levels of worry, and willingness to take direct action on climate change. The four groups representing a spectrum of views about climate change are identified as the Alarmed, Concerned, Cautious and Doubtful.
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The Climate Change in the Irish Mind report is a baseline study of the Irish population's beliefs, attitudes, policy preferences and behaviours regarding climate change. It is the first nationally representative survey of its kind in Ireland, conducted by the EPA and the Yale Program on Climate Change Communication in support of the National Dialogue on Climate Action.https://www.epa.ie/media/epa-2020/publications/monitoring-amp-assessment/climate-change/Climate-changes-four-Irelands-segmentation-report-(2022)-thumbnail.jpg