In order to understand people’s needs and identify opportunities to communicate with them effectively, Climate Asia has analysed survey data from across the seven project countries – Bangladesh, India, Indonesia, Nepal, Pakistan, Vietnam, and China – and placed people into five discrete segments using a process called cluster analysis. Each segment varies in the factors that enable and prevent response. As such, each has different communication needs and can be supported in different ways. We have called these segments surviving, struggling, adapting, willing and unaffected. The proportions of these segments represent the extent to which people from the seven countries (regional analysis) perceive impacts and are taking action to respond to them. Across the region, the majority (78%) are currently feeling the impacts of changes in climate, the environment and resources now: surviving (17%), struggling (21%), adapting (20%) and willing (19%). The unaffected (23%) are feeling fewer impacts and are taking less action.
BBC Media Action. Climate Asia Methodology Series. Regional segment profiles. BBC Media Action, London, UK (2013) 7 pp.