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  • From working with consumers to develop language and literacy for challenging concepts – such as ecosystem services – through to providing insights to fine-tune the Carbon Calculator, Define’s green research credentials are very solid.

    In the public sector, we helped build a communications strategy for Defra and for the Welsh Assembly. Here our research established an audience segmentation to target communications and track change. The segmentation incorporated attitudes, perceptions and behaviours.

    And for DECC and DfT, we developed products and specific communications designed to encourage more sustainable choices as well as concepts and propositions for general public advertising campaigns (Act on CO2).

    Beyond governmental clients, our research with commercial companies (such as Arriva) has helped to drive up use of public transport through positioning it as a greener consumer choice. Our work with the Energy Saving Trust focused on revitalising their service for helping homeowners live energy efficiently.

    To get inside the respondents’ worlds, we’ve used ethnography through to more standard focus groups. For Define, the important thing is to use the right methodology for the job in hand, so that we can find out if the consumers we hear from are “barely keen” or “really green”.

    View the DfT ‘5 miles less’ TV ad (launched November 2009, look for ‘Watch the TV ad’ on the right-hand margin).

    Click here for Arriva’s advice on greener journeys http://www.arrivabus.co.uk/greener-journeys/

    Click here to find out more about saving energy at home or in your business http://www.energysavingtrust.org.uk/

    Look into your own Carbon Footprint using the Act on CO2 Carbon Calculator at http://actonco2.direct.gov.uk/actonco2/home