Case Study 5

Case Study 5

Title Do you see what I see
Category Experimental social research - The impact of visual framing
Client Collaboration between Vawser and Associates, The Framing Effect and University of Canterbury (NZ)
Research objective  To explore whether associating images with a proposition has any impact on key measures.
Research approach 307 x 10 minute online interviews with World Wide Fund for Nature non active donors. The fieldwork was conducted in late January and Early February 2014
Key findings The impact of visual framing was inconclusive primarily because respondents rated the primary measure being 'the importance of protecting Antarctica and the Southern Ocean' so highly (9.7 out of 10) that there was not enough variation between respondents to detect differences.

‘Climate change’, ‘oil and mineral exploration and extraction’ and ‘the unsustainable harvesting of marine life’ were considered the most significant threats and highest priority areas for actions to protect Antarctica and the Southern Ocean.
A key reason Antarctica and the Southern Ocean should be preserved and protected was ‘because we have a moral duty to protect unique and fragile ecosystems’ – (78% of respondents strongly agreed).

Positive or ‘maintain’ frame image (pristine coastal landscape without penguins) was the most preferred image overall, followed by a negative or ‘lose’ frame image (coastal landscape with oil rig and pollution).

The research results indicated a number of possible relationships associated with donations to well known conservation organisations:

    • ‘Confidence that donation money is well spent’ may be related to ‘frequency of donation behaviour’
    • Confidence that donation money is well spent’ may be related to likelihood of donating in the next 12 months.
    • Regular donation behaviour may be related to higher donation values.

The following report and presentation are available in the public domain:

Do you know what I see - Presentation to World Wide Fund for Nature

Final report - Do you know what I see - The use of visual framing to support the preservation of Antarctica and the Southern Ocean