Overview

This research was the first in a series of audience profiling studies commissioned by the RNLI. It sought to examine the attitudes and behaviours of sea anglers and the varying degrees of risk that they face.

The Challenge

The RNLI wanted to collect and analyse information on sea anglers’ participation in the sport and their attitudes to safety and risk in order to shape awareness campaigns to this audience. The specific objectives for this research were to:

• Segment/categorise the population of coastal anglers in the UK according to their demographic characteristics, their level of participation in the sport and their attitude to safety/risk;
• Conduct qualitative research with coastal anglers to further explore attitudes to risk and identify the most effective methods to communicate future safety messages to them;
• Pilot the involvement of RNLI volunteers in data collection and surveying and to help inform future research by the Coastal Safety Team.

How we helped

We adopted both qualitative and quantitative methods when approaching the research questions. The mixed method approach involving:

• Desk-based research;
• Qualitative interview and consultation with key stakeholders;
• A large quantitative survey with both online and face-to-face surveys conducted;
• Qualitative research involving in-depth telephone interviews and focus groups;
• And a final report and presentation of key findings

To find out more and download a copy of the report, click on this link: Download Report