Questionnaire analysis

1. Survey/Questionnaire Analysis
Hannah Woollaston

2. This question has helped me to
understand who I will have to target
my campaign towards.
Even though I put this on social
media where both females and
males can access it, over half of the
people that filled in my
questionnaire are female. This shows
that they are more interested in the
subject of deforestation and feel
more passionate about sorting it out.
This would mean that my campaign
would be more effective in solving
the problem of deforestation if it was
aimed towards females as they
would be more likely to act on the
campaign. However as deforestation
is not a subject which effects just
females I will aim my campaign at
both males and females. To do this I
will use gender neutral colours and
fonts so that my campaign is eye-
catching to both so that more people
will act on my campaign.

3. Because I got quite a few responses to my
survey as I put it on social media sites such
as Twitter and Facebook, I managed to get a
lot of different age ranges. So, when looking
at the answers from certain age groups this
showed what age was the most concerned
about deforestation.
The age range I got the best answers from
was 16-19 year olds. This was quite
surprising as I was expecting more older age
ranges to fill it out provide me with better
answers as this is subject which I thought
older people would care about more than
younger people but some of the younger age
ranges gave me the most detailed answers.
However, as I still got some good answers
from the older age ranges and a lot of them
filled out my questionnaire this shows that a
lot of them care about the issue of
deforestation, so when designing my
campaign I will aim it towards all age ranges.
I will do this by using taglines and language
styles which will appeal to both, as well as
colours and layouts which will appeal to all
ages.

4. The most common answer to this
question is what I was expecting. Over
half of the people (54.76%) who an
answered this question stated that they
recycle ‘most of the time’. While only
4.7% said they ‘never’ recycle and
28.57% said they ‘always’ recycle- I
expected this figure to be lower as I
think it is difficult to recycle all the time.
The amount of people that ticked ‘most
of the time’ would suggest that because
I have a wide age range of respondents,
that the people who answered whether
they are 16-19 or 44-49, the rest of
their family will too when at home which
shows that a lot of people recycle, ‘most
of the time’.
This will help me when designing my
campaign as I now know that getting
people to recycle is not the problem as a
lot of people recycle anyway, I also now
know that I can aim my campaign on just
deforestation.

5. I included this question to see how
well informed people were about
deforestation and the effect it is
having on the rainforest.
The correct answer to this question
was 130,000 kilometres, only 12 out
of the 42 which answered this got it
right (28.57%). The majority of
people thought that 200,000
kilometres were lost each year to
deforestation, this shows that the
public do understand how bad
deforestation is but they are not
being informed successfully enough
for them to know and recall
accurate facts about it.
This has helped me realise that my
campaign needs to focus on telling
people about deforestation, it has
also told me that my campaign
needs to be simple and straight to
the point so they can remember the
facts accurately and then act on my
campaign.

6. This question was skipped by two
people and out of the 40 people that
answered it, only 5 people said they
look out for it when shopping while 35
admitted they don’t look out for it, this
shows that even if people do say they
are concerned, the majority don’t know
how about one of the main ways to
help limit deforestation by only buying
for certified companies.
Out of the five people who answered
‘Yes’ the age ranges were 16-19, 38-43,
44-49 and 50-55. This is another reason
why I want to make my campaign
aimed at all ages as the answers to the
question show that a lot of different
ages are interested, concerned and are
trying to do their bit.

7. This question shows that half
of the people who completed
my survey didn’t know what
the FSC does, even though if
everyone looked out for it- it
could be one of the most
successful ways to stop illegal
logging. Again, only 5 people
and ‘yes’ and knew what it
does. And 16 people claimed
to ‘kind of’ know what it does,
however, even though they
‘kind of’ know what it is, they
still didn’t tick ‘yes’ to the
previous question to say they
look out for it when shopping.
This shows that people are not
concerned enough about
deforestation to act on it and
look out for ways to stop it it
buying FSC certified products.
When designing my campaign
this means that if I wanted to, I
could choose to do a more
specific campaign on raising
awareness for the FSC instead
of just a general deforestation
campaign.

8. This question has provided me
with a lot of data. This shows
that by far, the main concern
about deforestation is animal
extinction for 71.43% of the
people that took my survey, the
second highest risk that people
were concerned about was
climate change. I expected this to
be the highest choice as it seems
the most obvious choice and
effects humans more directly and
seriously compared to the loss of
animals.
This means that my audience are
already concerned about the loss
of certain species through
deforestation, but as I can see
from answers to other questions
(FSC question) they are not
acting on this concern. So for my
campaign I could design it to
emphasise the effects of animal
extinction and how close we are
to loosing certain species to
hopefully make people realise
they have to act on there
concern now.

9. I got some good and informative answers to
this question and it was interesting to see
how people think that even campaigns from
big charities such as WWF are ineffective,
some simply because they never see them-
which I agree with.
This has told me that I need to make an
extremely effect campaign, that is prominent
and out there in the right places if I want to
achieve anything as it is a difficult issue to
campaign about, as one of the answers
states ‘No because I don't know the impact
they have had, and you never really see any
posters or adverts.’ Another issue I have
discovered with existing campaigns through
reading my audience research is that people
think they are ineffective because they are
overlooked because of other issues going on
in the world such as the migrant crisis or
poverty etc. as this answer states: ‘This
problem is overlooked with all the other
things going on.’
I will make my campaign appeal to people
who think that other campaigns about
deforestation have been unsuccessful by
doing all the things in my campaign that
people have said other campaigns are
unsuccessful in doing, for example getting
the advert out there more and making it
clear, simple and straight to the point.

10. The responses to this question show
that deforestation is a concern to the
majority of the people that filled in my
questionnaire, and even though more
people ticked ‘slightly concerned’ it was
only one more person than ticked ‘very
concerned’, showing it’s a big concern.
Even though I am designing my
campaign to be aimed at both genders, I
decided to see what percentage of each
gender ticked what answer, 56% of
females ticked ‘very concerned and the
other 44% ticked ‘slightly concerned’-
none ticked ‘not concerned’. However,
56% of males ticked ‘Slightly concerned’,
31% ticked ‘very concerned’ and the
remaining 12% ticked ‘Not concerned’.
This has shown me that even though I
am targeting it towards both genders
and making everything in my campaign
gender-neutral I can expect for women
to react and take my campaign on
better than males.

11. This was my final question in my
questionnaire, I decided to make this
quite a serious and difficult question to
help me see if my seemingly concerned
audience had any idea about how they
would go about solving the issue of
deforestation.
A lot of people stated that the best thing
to do would be to raise awareness by
campaigning more, this relates to
question 8 where a lot of people stated
that they didn’t really see many
campaigns by charities like WWF. I also
got a lot of extremely detailed answers
like the one at the bottom which shows
how concerned people are, the has told
me that my campaign will be well
received among this audience as they feel
passionately about the subject already.
To make my campaign appeal to this
audience I will make sure to make my
campaign include a way we can solve this
problem like the ones they people who
have answered my questionnaire have
listed, i.e. stop illegal logging.