Focus groups in the UK about endangered species

Pangolin hunting for ants

The University of Oxford and On The Edge Conservation wanted to hold two focus group discussions with members of the public, including those with greater levels of  knowledge about endangered species. The aim of the research was to discuss general environmental issues and the ways in which the media’s portrayal of certain endangered species, such as the aye-aye, kakapo and pangolin, had an impact on the feelings evoked when viewing an advert. FieldworkHub arranged two 90-minute face-to-face focus groups in Oxford. This involved recruiting 16 respondents in less than a week.

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