Island Global Research

Summary

The request sought the Terms of Reference, total costs, and tender details for climate change research conducted by Island Global Research in December 2021. The Cabinet Office disclosed the full Terms of Reference document, which outlines the research objectives, methodology, and target audience for segmenting Isle of Man residents regarding climate change perceptions.

Key Facts

• The research was commissioned to segment Isle of Man residents based on their values, behavior, and perception towards climate change.
• The project aims to engage the 'middle ground' of residents who have concerns but do not consider climate change relevant to their daily lives.
• The research methodology includes a quantitative survey sent to a representative sample of the population.
• The Cabinet Office confirmed that all requested information was sent to the applicant.
• The research is intended to be run annually to measure the success of stakeholder engagement.

Data Disclosed

• 85,500 residents on the Isle of Man
• December 2021
• May 2019
• January 2020
• 2050
• 6 pages
• 2 documents

Original Request

1. A copy of the the Terms of Reference entered into with Island Global Research ("IGS") to conduct the research which Daphne Caine MHK has informed me was carried out by IGS in December 2021 concerning climate change; and 2. Total cost for such research by ISG including the cost of producing its Report; and 3. Was this contract put t to tender and , if so, how many tenders were received? 4. If this contract wasn't put out to tender, why not?

Data Tables (1)

Full Response Text

BRIEF FOR MARKET RESEARCH TO SEGMENT ISLE OF MAN RESIDENTS ACCORDING TO THEIR PERCEPTION TOWARDS CLIMATE CHANGE

BACKGROUND Climate change is acknowledged as one of the most pressing challenges of our time, and the response to this challenge will be one of the most strategically significant projects for the future of our Island.

In May 2019 the Chief Minister recognised that there is a global climate emergency and the need for urgent climate action in the Isle of Man. This declaration was quickly followed by The Council of Ministers Action Plan for Achieving Net Zero Emissions by 2050, being developed and then approved unanimously by Tynwald in January 2020.

A Climate Change Transformation Team was established to deliver the phased action plan that will require transformation for our island on an unprecedented level.

The changes needed to reach our net zero goal will have to be made by every Island resident, every Government Department, every business and every third sector organisation across the whole of the Isle of Man.

They will affect how we commute, how we consume energy, what we eat, how we heat our homes and buildings and how we look after our environment and we need to ensure our most vulnerable are not left behind.

OUR CHALLENGE Social norms and everyday life work against, instead of in support of, discussing and participating in low carbon lifestyles. The public do not always feel connected to the climate challenge even if they are supportive of the cause. Consequently, behaviour change is limited and ‘put-off’. Lower-carbon choices need to be seen not only as important and urgent but also normal, easy and in alignment with other day-to-day concerns.

A particular challenge we have is how to connect with residents in the ‘middle ground’ i.e. those who have some concerns about climate change but do not consider it relevant to their daily lives and take no actions to reduce their emissions. We tend to engage mainly with climate change activists and those who do not necessarily believe it is happening.

OUR STAKEHOLDERS • Climate Change Steering Group • Climate Change Transformation Board • IOM Government Departments, bodies and boards
• UK Government
• Under2 Coalition • Local authorities • Tynwald – our politicians • Businesses
• Charities and not for profits • Influencers – environmental pioneers / groups on the Island
• All IOM residents

CHANGE AND ENGAGEMENT OBJECTIVES
Education and Awareness • Stakeholders are aware of the actions that the Isle of Man Government is taking to address climate change and how it relates to their lives • People understand the Island’s climate targets and the actions and policies which will be required to reach them • To engage our community in the journey to net zero by 2050 by facilitating meaningful climate conversations with people – particularly those not currently engaged on the topic • Support trusted messengers to increase climate literacy • People can find, analyse and understand the data which will help them make informed choices on how to play their part in the journey to net zero

Encouraging Behaviour Change and action • Encourage and persuade our stakeholders that taking action on climate change is normalised and encouraged in communities to ensure the Island meets its 2050 goal • To help our stakeholders understand the need to change through the use of marketing, engagement and communications activity which ensures that households understand the changes needed to get the Island to net zero • To create conversations in the online and offline spaces which trigger positive action around zero carbon living • To work with partners to help people make the connections to nature and biodiversity

RESEARCH OBJECTIVES This market research is key to help us identify: 1) and segment the IOM residents, based on their values, behaviour and perception towards climate change 2) where segments sit within a social change model that maps an individual’s journey from awareness in climate change to them being galvanised to take action, as well as encouraging others and becoming an ambassador for change 3) barriers to action and change for the different segments 4) key sources of information for the various segments, and top influencers/thought leaders 5) channels to best engage with each segment, but particularly those in the ‘middle ground’

We aim to run this market research annually to measure the success of engaging our stakeholders.

TARGET MARKET Isle of Man residents. There is currently 85,500 residents on the Isle of Man. As this is the first exercise to segment the audience, we would like to consider a sample size slightly larger than the optimum to ensure that we are able to gather the views of the various demographics and groups of people on the Isle of Man.

METHODOLOGY 1) A quantitative survey, sent to a representative sample of the Island’s population – to segment audiences and find out more about them (how worried they are about climate change, whether they believe it is real, how it makes them feel, how often they discuss it, barriers to taking action, trusted sources of info, values, political leaning etc.). To utilise existing market research, particularly the Britain Talks Climate toolkit from Climate Outreach and some of the feedback from the recent consultation in August 2021, as basis for the quantitative survey. 2) Qualitative methods such as focus groups to test the segments and the messaging

DELIVERABLES • Quantitative perception research to segment IOM residents based on their perception towards climate change and values/beliefs
• Qualitative research such as a focus group to test segment and messages with the various groups of people • Using behavioural science theories to suggest a social change model that can be adapted for the Isle of Man, and maps an individual’s journey from awareness in climate change to them being galvanised to take action, as well as encouraging others • A workshop (which can be offered remotely) with the Climate Change Transformation Team to understand and map out o Our segment profiles o What are their motivators and spheres of influence? o Where are they on the journey to net zero? o What are their trusted sources of information o How can we reach them? o What do we say to them? • Provide a full report of findings, and an insight report to give us a clear understanding of our audiences, their views on climate change, the barriers to action and possible green nudges needed (eg education, information, persuasion, modelling etc, an understanding of how we might best engage with each segment, particularly those in the ‘middle ground’ and a set of personas for each audience identified (see https://climateoutreach.org/britain-talks-climate/seven-segments/ as a reference)

Timescales September 2021 Briefing/proposals October 2021 Developing research questions
November 2021
Quantitative research December 2021 Analysis January 2021 Initial report; presenting findings February 2021 Testing segments and messages

Contact: Rose Dahlan Change & Engagement Manager Climate Change Transformation Team, Cabinet Office, Isle of Man Government rose.dahlan@gov.im

Government Office Douglas Isle of Man IM1 3PN Telephone: (+44) 01624 686244 Website: www.gov.im/co

Our ref: 2324653 28 March 2022

Dear ###,

We write further to your request which was received on 11 March 2022 and which states:

"1. A copy of the the Terms of Reference entered into with Island Global Research ("IGS") to conduct the research which Daphne Caine MHK has informed me was carried out by IGS in December 2021 concerning climate change; and 2. Total cost for such research by ISG including the cost of producing its Report; and 3. Was this contract put t to tender and , if so, how many tenders were received? 4. If this contract wasn't put out to tender, why not?"

Our response to your request is as follows: " 1. A copy of the the Terms of Reference entered into with Island Global Research ("IGS") to conduct the research which Daphne Caine MHK has informed me was carried out by IGS in December 2021 concerning climate change; and Please find attached. 2. Total cost for such research by ISG including the cost of producing its Report; and The total cost was £9,975. 3. Was this contract put t to tender and , if so, how many tenders were received? This was not put out to tender.

1. If this contract wasn't put out to tender, why not? " This work was under £10,000. As per Financial Regulations two quotes are needed for work between £2,000 - £10,000 or a periodic market test should have been undertaken. A market test was undertaken in December 2020.

Please quote the reference number 2324653 in any future communications.

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