Once we were convinced that we’d heard the most widespread views, we were ready to start testing new messages. We convened focus groups of 2-6 people and presented them with an array of messages, then sat back and watched the conversation unfold.
Which hypothetical advocate messages could catch on among ordinary people, and even win out over common pro-meat rationalizations? After months of trial and error, we were ready to make our recommendations.
If you’re thinking about running your own framing research project, please reach out
and we can tell you everything we wish we’d known when we started.