For each survey a nationally representative sample of 1,000 adults (aged 16+) was interviewed by telephone. We provide an analytical report and face-to-face debrief after each wave to enable the MOD to target their communications.
Moreover, we ran a full attitudinal and behavioural segmentation every two years. The objectives of this were to:
- Help the MOD to build up an understanding of its audience;
- Enable the MOD to make decisions about how to prioritise and deliver its communications effort and make decisions about where to focus resources;
- Identify which groups of people the MOD needs to target and which communications channels to use.