9: Appendix

Quantitative research

Two online surveys were conducted in June and July 2025. Data from surveys was representative of Great Britain as a whole, as well as England, Scotland and Wales. 

The samples are weighted to represent the population according to: age/gender, region, education level, ethnicity, and 2024 election vote. Demographic weight targets are derived from the 2021 and 2022 censuses, education level weight targets are derived from the census and the Labour Force Survey, and election vote targets are derived from official elections data.

Survey 1

• 13th June – 16th June 2025, N=2,030

Survey 2

• 23rd June  – 7th July 2025, N=5,733
• Including boosted samples for Scotland (N=1,011) and Wales (N=1,032) 
• Sub-samples have been weighted down to ensure that the overall data is representative of GB adults

Qualitative research

Focus groups with each of the seven segments were conducted.

• 2nd  – 24th July 2025
• 7-9 participants each
• Online, recruited from a range of urban, suburban and rural areas across England, Scotland and Wales. 

Analysis was conducted by Climate Outreach using primary data collection as above supplemented by segment research in the report Shattered Britain: Making sense of what Britons want in a country that feels broken (Tryl, Raja, Hodgson and Stowers, 2025)

Please note, a lexicon analysis technique was used to conduct sentiment analysis of the open-text response questions asked in the surveys. Throughout the insights report we present word clouds as well as accompanying data from the sentiment analysis to show how many responses were positive, negative or neutral. This sentiment analysis indicates a close approximation of percentages of positive, negative and neutral responses, but it should be noted that this analysis technique does not necessarily take on board negating words, and sometimes the open-text responses do not fall neatly into one of those three simple categories.

We’re grateful to everyone who has contributed to the development of Britain Talks Climate & Nature in 2025.

Project Team

Authors

Emma James, Research Manager, Climate Outreach

Nicky Hawkins, Consultant

Dr Chris Pollard, Senior Researcher, Climate Outreach

Rachael Orr, Chief Executive Officer, Climate Outreach

Editing and Production

Alastair Johnstone-Hack, Climate Visuals Manager, Climate Outreach

Venn Creative, Web developers

Acknowledgements 

Special thanks goes to;

More in Common who partnered to develop and deliver the foundational research for this report and toolkit.

European Climate Foundation who funded this work.

We are grateful to the several organisations who took part in our stakeholder scoping phase at the beginning of 2025. Conversations and discussions from this phase informed the design of this research.

Previous insights from Britain Talks Climate

Previous Britain Talks Climate insights from 2020-2024 can be found here.