Public Research & Testing – Qualitative Lead

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Role Purpose

Leading qualitative public research and testing studies, as well as collaborating with others in the Narrative Research team on quantitative studies, to determine the most persuasive messaging frames, metaphors and narratives that can help build public support for Animal Freedom.

About the Role

This is a key role that will be contributing to Animal Think Tank’s long-term narrative research project, which is focused on developing more effective and strategic communication tools that can be used by the Animal Freedom movement.

About the Narrative Research Project

We believe that a big part of social and political change is narrative change – helping to change the dominant cultural narratives we’re surrounded by. We’re inspired by other freedom movements and campaigns that have successfully changed dominant narratives to help bring about real-world change, such as the Freedom to Marry campaign, which helped win same-sex marriage in all 50 US states in just 12 years.

We also believe that for this project to be successful, we need to collaborate with as many different groups and organisations within the Animal Freedom movement as possible, to share our research, knowledge and insights. As well as conducting and sharing our own independent research, we are also collaborating with others already focused on this work, and you will help us continue to build this network of researchers and collaborators.

Objectives and Key Results

The role’s overall objective is to help provide empirical research around public perception of and reception to Animal Freedom, as well as help create more effective communication tools that can be used by the Animal Freedom movement.

1. Determine the key leverage points and obstacles to greater public support of Animal Freedom.

Using qualitative testing methodologies (such as interviews and focus groups), you will help us understand what are the helpful assumptions, beliefs and values the public already holds about other animals and our relationship with them that we can lift up, and what are the harmful assumptions, beliefs and values that we need to be aware of, reframe, or avoid activating? (i.e. which narratives promote a sense of kinship with other animals and which promote speciesism?)

2. Determine the values, frames, metaphors and narratives that most move the public towards Animal Freedom.

Through further public research and testing, you will help us develop the most effective communication tools that the Animal Freedom movement could be using. In short, we want to find out what can most move people, who are currently ambivalent about Animal Freedom, towards supporting Animal Freedom.

3. Determine how best to tailor communications to specific demographics and psychographics.

You will also help us understand what values, frames, metaphors and narratives resonate most with particular demographics and psychographics, and how to communicate more persuasively with them through tailored communication, as well as determine if there are certain elements or narratives that resonate across a broad spectrum of segments.

Who we’re looking for

  • You have experience/a background in qualitative research

  • You have some knowledge about segments/demographics/psychographics

  • You have an interest in communications

  • You’re comfortable providing trainings/talks about our research to others in the movement

  • You’re able to conduct focus groups and interviews in person as well as online

  • You can work well both independently and as part of a team

  • You’re self-motivated and work off your own initiative

  • You’re detailed-orientated as well as able to think ‘big picture’ and long-term.

Role requirements

Because we want to find the right person, we’re open to people working:

  • part-time or full-time;

  • office-based or remote (but still able to travel to our Lancaster office occasionally);

  • short-term (min. six months), medium-term (min. 12 months) or long-term.

If you’re able to work with us full-time and long-term, we’re ideally looking for someone who can be office-based in Lancaster for at least 3 days per week.