British talk climate change - a toolkit to engage British public about climate change

Wang, S., Corner, A., and Nicholls, J. (2020). Britain Talks Climate: A toolkit for engaging the British public on climate change. Oxford: Climate Outreach

A research conducted to understand the different common viewspoints among British people about climate change. Check out the 7 segments and their descriptions - very useful as a tool to assess 'who' you are talking to and therefore how to talk to them.