Climate Asia will be the largest ever research study into public understanding of climate change in Asia with more than 33,000 interviews conducted across seven countries: Bangladesh, China, India, Indonesia, Nepal, Pakistan and Vietnam. This working paper explains the distinctive research approach BBC Media Action has taken in these seven focus countries, which have a combined population of more than three billion people. Utilising a multi-country, multi-method replicable research design, BBC Media Action aims to provide an evidence base for public understanding of climate change in Asia. BBC Media Action has taken a standard approach to research across all seven countries to enable the exploration and analysis of similarities and differences across and within these countries. Drawing insights from literature, qualitative research and a series of communications strategy development workshops, BBC Media Action’s research examines people’s understanding of the effects and impacts of climate change and their responses. This approach differs markedly from much existing research in that it does not focus primarily on the concept of climate change. Instead, BBC Media Action used insights from formative work to ask people questions using language and concepts that are more likely to relate to their day-to-day lives. Questions in the Climate Asia survey focus on tangible issues including food, water, energy and extreme weather events. This research is designed to inform the development of communications strategies that support and enable responses to impacts associated with climate change.
BBC Media Action. Climate Asia: a new approach to research on public understanding of climate change. Bridging Theory and Practice Research Dissemination Series: Working Paper Issue 01. BBC Media Action, UK (2012) 34 pp.