New qualitative research commissioned by Butt Free Australia has given greater insight into the attitudes and perceptions of cigarette butt litterers using a moderated on-line blog over a five-day period.
An alternative to the traditional focus group approach, blogging produced extended, in-depth and candid conversation from approximately 80 participants. Comments were insightful, considered and often challenging in gaining greater understanding of the thinking of butt litterers - segmented into Apologists, Rationalists and Defensives by preliminary research.
Results of the qualitative research, to be paired with quantitative research currently under analysis, will be released in December 2010 and help refine the approach to the 'Not a Good Look' message into 2011.
Blog: 5 Nov 2010Add a comment