|The University of Leeds commissioned Savanta ComRes to conduct public polling to
· Understand how people receive, make sense of and act upon communications about the pandemic.
· Explore different values and personality traits among the public and understand the relationship these had to covid communications.
The first three waves of the survey asked a range of behavioural, attitudinal and lifestyle questions to look at people’s experiences during the pandemic. The surveys also asked what communication about COVID-19 people had come across and how well official guidance had resonated and been understood.
A segmentation analysis found six distinct groups in the population of different cultural and personality types. The university used this to write a report on each segment’s behaviours during the pandemic and their approach to communications.