Challenge
Forest Research wanted to better understand how trees and forestry are perceived by both stakeholders and the wider public. The challenge was to capture a nuanced picture of attitudes across different audiences, rather than treating opinion as uniform.
Approach
We carried out research among key stakeholder groups and the general public to explore attitudes, perceptions and priorities relating to trees and forestry. The methodology was designed to compare how different groups thought about the topic and where views converged or differed.
Outcome
The findings gave Forest Research a stronger evidence base for understanding public and stakeholder views, helping inform communications, engagement and future research priorities around forestry and the role of trees.