The use of qualitative research to better understand public opinions on climate change

The science and practice of climate change communication have significantly evolved over the last two decades, leading to a subfield of environmental communication focused on perception, awareness, and risk associated with climate change. This body of literature has demonstrated the importance of recognizing the differences among individuals and social groups in terms of cultural, psychological, and political reasons for their perceptions regarding climate change and has provided guidance for communicating with target audiences. However, most of the research in this subfield has relied on quantitative data from nationally representative survey instruments. While such metrics are essential to understanding longitudinal trends in public perceptions, they are limited in providing deeper understanding of how an individual perceives climate change in relation to other environmental and social issues. Qualitative data, elicited through techniques such as focus groups and semi-structured interviews, can help to provide these insights. In addition, qualitative research can support a more relational approach to climate change communication, which emphasizes the importance of seeing science communication as an opportunity to connect, rather than to persuade. In this paper, we present findings from semi-structured interviews ("environmental conversations") with fifteen individuals based in the United States regarding their opinions, knowledge, and perceptions of climate change and other environmental issues. The findings demonstrate nuance and diversity in people's opinions on climate change and how they are connected to other priorities and values. We recommend the value of qualitative research as a tool not only to better understand different environmental perspectives, but additionally to support two-way science communication among the broader public.