Method & Reporting

The Environmental Choices study is based on an online survey, fielded by Research Now in late September / early October 2008 on behalf of Haddock Research, amongst nationally representative samples of adults in Canada, England and the US. The survey employed a wide-ranging 35-minute questionnaire covering many aspects of consumer-life. It also included a relatively small number of questions relating to climate change, mostly in the latter part of the questionnaire. Canadian respondents could complete the questionnaire in either French or English. The project was blinded, in the sense that respondents were not told about our particular interest in climate change. This was done both to minimise sample bias and minimise any kind of ‘Hawthorne effect’ on how respondents answered questions.

In the 2013 edition, we have revised and updated our reports for this study. This was done to add more analyses of the data including ‘contextual analysis’ work we have done based on the data, improve the presentation of the data, make the reports available in book form, and change the pricing and distribution. Reporting of the results is being done in 3 main ways:

  1. Contextual Analysis – comprising articles, presentations and mention of third party reports using Environmental Choices data. These are placed in the first part of the section reports.
  2. Data Visualization – The second part of the Environmental Choices reports provide data visualizations based on this survey data. They are sometimes at an international level, though principally presented country-by-country.
  3. Predictive Analytics, Model Building and Dashboards – We also believe that there is great potential for further analysis of the Environmental Choices data.  There are a huge number of relationships between variables and cases within the dataset which could be explored using modern analytical techniques with applications such as predictive analytics, model building and dashboards. Any expansion of Environmental Choices would likely make great use of these approaches. Also, look-out for developments at our other company website – www.low-carbon-marketing.com.