M·E·L Research To Deliver Multi-Year Environmental Attitudes Study in West Midlands
We are pleased to announce our recent contract award for the Environmental Attitudes Tracking Study (EATS) by the West Midlands Combined Authority (WMCA). This three-year project, commencing in January 2024, aims to measure public attitudes towards environmental and climate issues among residents of the West Midlands.
The EATS project is a pivotal part of the WMCA’s long-term commitment to the environment, aligning with their five priority areas of the natural environment, circular economy, air quality, climate adaptation and behaviour change. Additionally, it supports the WMCA’s ambition for the West Midlands region to reach net zero emissions by 2041.
This new study is particularly significant in light of recent research underscoring the potential impacts of climate change in the West Midlands. Findings have highlighted the necessity for innovative, climate-resilient infrastructure and low carbon technology, especially in areas with higher levels of deprivation and vulnerability to climate change effects.
The EATS study, conducted online with a representative sample of West Midlands residents, will be managed by M·E·L Research. We will handle the fieldwork, database setup, data processing, and biannual updates including questionnaire amendments. The study will include several open-ended questions, providing rich, qualitative insights into public opinion and attitudes.
Survey periods are scheduled biannually, starting from January 2024 and concluding in December 2026. Each period will span four months, allowing comprehensive data collection and analysis.
“We are thrilled to collaborate with the WMCA on this critical project. Understanding public attitudes towards environmental and climate issues is paramount for shaping effective policies and actions,” said Kirsty Marshall, Associate Director. “Our expertise in market research methods and commitment to quality data will ensure valuable insights for the WMCA’s environmental initiatives, and we’re excited to be able to help inform policy and interventions over the longer term as part of this on-going contract.”
This study further strengthens our position as an agency aligned with our clients’ social value goals and is another in a long line of studies focused on environmental and climate issues. The results from the EATS project will not only inform WMCA’s strategies but also contribute to broader understanding and action in the face of climate change challenges.
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