Our work.

There are a number of tensions surrounding this issue. For one, despite there being a common understanding that being overtly homophobic is socially unacceptable, homophobic language and chants remain commonplace at football matches.

Recognising the likely social desirability bias inherent to researching homophobia, ICM designed an RTT (Reaction Time Testing) method to cut through people’s claimed behaviour to reach their true, subconscious attitudes.

ICM’s mixed mode approach (an online survey plus focus groups) has given Stonewall both a deep understanding of a social issue and insight that helped Stonewall redesign and reinforce their Rainbow Laces campaign.

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