1
Dec

Climate Change, GMOs and You

“The good thing about science is that it’s true whether or not you believe in it.”
–Dr. Neil DeGrasse Tyson, astrophysicist

Vaccines, global warming, and explosive population growth – these scientific issues represent some of the most politically loaded topics in social discourse today. Science doubters persist in their mistrust of mainstream science while the scientific community blasts naysayers’ ignorance in rejecting credible scientific research.

If clear-cut scientific evidence cannot convince skeptics, then what will?

The Pew Foundation surveyed the scientific membership of the American Academy of the Advancement of Science (AAAS) and the general public about a variety of socially pressing, scientific issues. When asked about topics ranging from building more nuclear power plants to offshore drilling, unsurprisingly both the scientific community and the public diverged widely in their perspectives. The belief in the safety of consuming genetically modified foods produced the biggest divergence between the public and scientists — 33% versus 88%, respectively. Scientists and the public expressed more similar opinions on increased use of fracking with 31% of scientists versus 39% of the public in favor.

The Pew Foundation decided to go a step further by analyzing their results using other factors such as socio-demographic characteristics. Here they found that political ideology powerfully influenced opinions on topics such as power plant emissions, alternative energy development, global warming, offshore drilling and fracking. Respondents’ race and ethnicity weighed heavily on the perceptions of childhood vaccine safety and population growth hazards. Women demonstrated less support the use of animals in research than men. Adults ages 50 and older showed greater support for vaccine safety, but less support for climate change.
Understanding how and to what extent the general public’s attitudes may be influenced by politics, religion, age or education is essential to understanding the impact of social forces in shaping public opinion. Think of these social factors as a framework that constrains how people think, act and feel. Where we are embedded within that social framework underlies our perceptions of the world around us, and shapes our throught. As the Pew Foundation results show, certain ideological beliefs and demographic characteristics carry greater weight than others, depending on the scientific topic presented.

At New Notion, we can help you identify the underlying factors that help you predict how your audience might act or think. We push past over-simplified conceptions that fail to give useful, actionable results. By examining the social components that influence opinions, we gain a better understanding of our audience and how to target them. As the Pew Foundation survey shows, science may find itself losing the battle when pitted against ideology, but at least we can learn why.

Find the Pew Foundation’s full report here:
http://www.pewinternet.org/files/2015/01/PI_ScienceandSociety_Report_012915.pdf

No Comments

Leave a Comment

Your email address will not be published. Required fields are marked *

About Us

We uncover key user insights and translate those into effective messages, designs and motion media solutions that resonate with your audience.

nnwebsiteimages_about us

Our Services

Research

Why? We help you understand what makes your customers tick.

Participant Observation
Contextual Inquiry
In-depth Interviews
Focus Groups
Facilitated Ideation

Design

How? We help you create  the innovative design to implement.

Storyboarding
Journey Mapping
Interaction Design
Design Thinking Workshops
Visual Design

Evaluate

What? Let us help you with the finishing touches.

AB Testing
Usability Testing
Expert Evaluations
Card Sorting
Web Analytic Analysis

Show

See? We can help show your greatness through motion media.

Illustration
Motion Media
Tutorial Development
Websites
Animation

Research The Why

We believe the best solutions come when you understand people from their frame of reference. We can give you the tools that empower you to make informed decisions.

  • Personas (Representations of User Types)
  • Strategic Roadmaps
  • Messaging Themes
  • Key Research Findings

whySimplified1

TheHowImage_medium

DesignThe How

We help you create effective and research inspired designs. Your project is special and your design should fit your goal, not a cookie cutter pattern.

  • Wireframes
  • Interactive Prototypes
  • Composites
  • Storyboards

Evaluate The What

In a constantly changing environment, your product needs to stay current. Let us help you polish your product to improve the customer experience.

  • Usability test findings/recommendations
  • Journey Map
  • AB test findings

 whattransparent_what

SeeitImage

Show – See It

In the current social media climate, people are in a hurry and tend to scan information in text form. We can provide you tools to communicate it.

  • Product Demos
  • Video Tutorials
  • Educational Clips
  • Promotional Campaigns
  • Websites

Expertise

Cynthia MorneweckPrincipal Design Strategist+
I'm drawn to the challenge and impact of computer-human system complexity. Whether in healthcare, education, or community service, I'm passiRead more
Lori Westphal PhDPrincipal Research Strategist+
I work with clients to identify their business needs and determine the appropriate analytical approach to solving their problems. Through myRead more

Our Clients

Governor's Office of Student Achievement

Missouri University Health Care

WASSlogoSquare_Square

clients-02

kragor orthodontics

clients-03

Our Blog

0

What makes your customers tick?

As social creatures that operate within in a broader social context, we are all impacted by multiple social forces: socio-economic status, g
Learn more
0

Design Thinking: What is it?

In the last decade, I have heard quite a bit about the concept of Design Thinking from friends, colleagues, twitter, linkedIn, and RSS feeds
Learn more
0

Understand people – Technology will follow

I love technology. I have been working with and around technology my whole life. My parents are academics in engineering so as a child I pla
Learn more
0

Climate Change, GMOs and You

“The good thing about science is that it’s true whether or not you believe in it.” --Dr. Neil DeGrasse Tyson, astrophysicist Vaccines, globa
Learn more
validity venn diagram0

Qualitative Research does not have to feel fuzzy

User research comes in two main forms, qualitative and quantitative. Qualitative data is highly contextual and describes attitudinal and beh
Learn more
0

5 Tips to Jumpstart Problem-Solving

Ever feel like you have the hit the idea wall? You are working through a problem and at some point you just feel blocked? This happens to me
Learn more
0

When conflict is actually agreement

Have you ever been in a meeting watching two people debate over a point with lots of “energy” and they are actually in complete agreement? T
Learn more

Contact Us