Qualitative Public Research and Testing Lead

Qualitative Public Research and Testing
Success Profile


Role purpose

Leading qualitative public research and testing studies, as well as collaborating with others in the Narrative team on quantitative studies, to determine the most persuasive messaging values, frames, metaphors and narratives that can help build public support for Animal Freedom.


About the role

This is a key role that will be contributing to Animal Think Tank's long-term narrative research project, which is focused on developing more effective and strategic communication tools that can be used by the Animal Freedom movement.


About the narrative research project

We believe that a big part of social and political change is narrative change - helping to change the dominant cultural narratives we're surrounded by. We're inspired by other freedom movements and campaigns that have successfully changed dominant narratives to help bring about real-world change, such as the Freedom to Marry campaign, which helped win marriage equality in all 50 US states in just 12 years.

We also believe that for this research project to be successful, we need to collaborate with as many different groups and organisations within the Animal Freedom movement as possible, to share our research, knowledge and insights, and learn from each other. As well as conducting and sharing our own independent research, we are also collaborating with others already focused on this work, and you will help us continue to build this network of researchers and collaborators.




Initial objectives and key results

The role's overall objective is to help provide empirical research around public perception of and reception to Animal Freedom, as well as help create more effective communication tools that can be used by the Animal Freedom movement.

Key result 1:
Determine the key leverage points and obstacles to greater public support of Animal Freedom.
Using qualitative testing methodologies (such as interviews and focus groups), you will help us understand what are the helpful assumptions, beliefs and values the public already holds about other animals and our relationship with them that we can lift up, and what are the harmful assumptions, beliefs and values that we need to be aware of, reframe, or avoid activating? (i.e. which narratives promote a sense of kinship with other animals and which promote speciesism?)

Key result 2:
Determine the values, frames, metaphors and narratives that most move the public towards Animal Freedom.
Through further public research and testing, you will help us develop the most effective communication tools that the Animal Freedom movement could be using. In short, we want to find out what can most move people, who are currently ambivalent about Animal Freedom, towards supporting Animal Freedom.

Key result 3:
Determine how best to tailor communications to specific demographics and psychographics.
You will also help us understand what values, frames, metaphors and narratives resonate most with particular public segments, and how to communicate more persuasively with them through tailored communication, as well as determine if there are certain elements or narratives that resonate across a broad spectrum of segments.


Who we're looking for

You have experience in qualitative research and creating scripts.
You're confident in conducting focus groups and interviews (in-person and online).
You have an analytical mind, able to pull out key insights very quickly from research.
You have great writing skills, able to summarise studies into engaging reports and compile literature reviews.
You are knowledgeable about building psychographic segmentation.
You're comfortable providing trainings/talks about our research to others in the movement.
You can work well independently and as part of a team.
You're self-motivated and work off your own initiative.
You're detailed-oriented, as well as able to think 'big picture' and long-term.
You're passionate about Animal Freedom.


Role requirements

Because we want to find the right person, we're open to people working:

Short-term (minimum 12 months) or long-term.
Option of remote for working in the short-term (including occasional visits to Lancaster); office based if long-term

Priority will be given to applicants who can work full-time, long-term and office-based. If you're able to work with us full-time and long-term, we're ideally looking for someone who can be office-based in Lancaster for at least 3 days per week (with the hybrid option of working from home 2 days per week).

You should not apply to this role if:

You don't like to integrate feedback/ input from others
You would prefer not to work evenings on occasion (as this is when focus groups will be held)