ComRes conducted a nationally representative online survey of 4,121 UK adults on behalf of Nesta that sought to understand how the public perceived innovation. A key objective of the research was to identify which segments of the UK population are most open to innovation and technology, and which segments require convincing of their benefits. Following this, ComRes sought to identify which messages would be most effective at convincing specific segments that government should focus on promoting innovation and technology in the UK above other concerns. To ensure that the public was robustly segmented and messages could be targeted accordingly, ComRes conducted cluster analysis on the data.
Nesta used this insight to tailor its messaging in order to promote innovation and technology in the UK. Additionally, a tool was also developed so that people could complete a few simple questions and classify themselves into these segments - the test can be accessed here.
The final public report can be accessed here.