Media & News Trends for Irish Audiences
Explore media and news trends for Irish audiences presented by Alice PR at a Worldview Personas Workshop, and see how the Personas fit into the trends
Worldview Personas: Global Citizen ‘Fionn’
Personas are a key communication tool for targeting Irish audiences. By creating a fictional person grounded in real, robust Worldview data, Personas allow us to take a more user-centred approach to planning and communications. They help us think more clearly about who we’re speaking to, prioritise the right content within our strategies, and create a shared framework for understanding the public across our organisations. Explore the Global Citizen Persona, ‘Fionn’, below.
Worldview Personas: Community Champion, Aoife
Personas are a key communication tool for targeting Irish audiences. By creating a fictional person grounded in real, robust Worldview data, Personas allow us to take a more user-centred approach to planning and communications. They help us think more clearly about who we’re speaking to, prioritise the right content within our strategies, and create a shared framework for understanding the public across our organisations. Explore the Community Champion Persona, ‘Aoife’, below.
Worldview Personas: Multilateralist, Luke
Personas are a key communication tool for targeting Irish audiences. By creating a fictional person grounded in real, robust Worldview data, Personas allow us to take a more user-centred approach to planning and communications. They help us think more clearly about who we’re speaking to, prioritise the right content within our strategies, and create a shared framework for understanding the public across our organisations. Explore the Multilateralist Persona, ‘Luke’, below.
Worldview Personas: Pragmatist, Michael
Personas are a key communication tool for targeting Irish audiences. By creating a fictional person grounded in real, robust Worldview data, Personas allow us to take a more user-centred approach to planning and communications. They help us think more clearly about who we’re speaking to, prioritise the right content within our strategies, and create a shared framework for understanding the public across our organisations. Explore the Pragmatist Persona, ‘Michael’, below.
Worldview Personas: Empathisers, Michelle
Personas are a key communication tool for targeting Irish audiences. By creating a fictional person grounded in real, robust Worldview data, Personas allow us to take a more user-centred approach to planning and communications. They help us think more clearly about who we’re speaking to, prioritise the right content within our strategies, and create a shared framework for understanding the public across our organisations. Explore the Empathiser Persona, ‘Michelle’, below.
Worldview Personas: Disengaged, Pat
Personas are a key communication tool for targeting Irish audiences. By creating a fictional person grounded in real, robust Worldview data, Personas allow us to take a more user-centred approach to planning and communications. They help us think more clearly about who we’re speaking to, prioritise the right content within our strategies, and create a shared framework for understanding the public across our organisations. Explore the Disengaged Persona, ‘Pat’, below.
Worldview 2020-2026 Trends Insights
Explore the findings from new analysis of Worldview 2020-2026 Trends identified by Development Engagement Labs. Learn what drives Irish support for international development and willingness to donate to INGOs.
Worldview 2025 Video
Check out the Worldview 2025 video, distilling the statistics and insights into a simple but effective video format.
Worldview 2025 Comparative Statistics
Explore how in 2025 Irish attitudes towards development and aid compare to those in the UK, US, France, Germany, and Sweden.
Worldview Wave 6 Audience Segmentation Manual
This Audience Segmentation Manual was developed to demonstrate the purpose and value of the Worldview segmentation. Explore the ‘Engagement Ladder’, learn more about segment views, and crucially, how to target each of them.
Choosing Images: 6 Factors that Influence how Irish Citizens Engage with Development Visuals
This was a guest blog on the OECD Development Communicators wesite, the SDG Communicator, exploring how the Irish public perceive images used by INGOs in their campaigns, and considering what this means for engagement.
Qualitative Findings
The Worldview public engagement research primarily explores Irish attitudes to overseas development aid through the longitudinal quantitative survey each year. However, the research also recognizes the importance of qualitative research.
Qualitative research enables us to explore the motivational and emotive underpinnings of the annual survey data. Though this is not done each year, Worldview identifies potential and upcoming areas of interest where qualitative research would complement and accentuate the quantitative survey results.
Explore our qualitative research from 2021 here and 2024 here !
The qualitative wave involved a series of six focus groups with the primary objective of exploring the motivational and emotive underpinnings of the survey data. The follow sample composition was adopted:
The qualitative research findings reveal more about people’s perceptions, levels of awareness and understanding as well as the main drivers of and barriers to support with verbatim quotes.
Wave 5 Imagery Research
In addition to Worldview’s annual research on sentiments and attitudes towards overseas development aid, Wave 5 also featured novel research investigating the responses of the Irish public to images used by Irish INGO’s in their various campaigns. Over 140 debranded images were submitted by Dóchas members which they have used in their communications, advocacy, fundraising, and educational campaigns.
All images were de-branded to isolate the effect of the image and not the organisational logos, also allowing anonymity. Images were categorized and selected from a range of attributes – “active” and “passive”, “happy emotion” and “sad emotion”, and included different genders, numbers of people, and levels of eye contact with the camera – to test how these attributes work in impacting respondents’ emotions.
Quantitative Imagery Research
71 images were selected and inputted into the quantitative survey, where respondents were asked to rank the extent they felt different emotions from looking at the picture, and if they would be willing to find out more about the image or content if it was part of an appeal from an INGO.
Find the full results of the quantitative imagery research below.
Campaigns
The ‘campaigns’ section highlights exciting campaigns that have been informed by the Worldview research data.
1. Dóchas Digital Experimental Campaign 2022 – People Like Me
In 2022 Dóchas’ carried out a social media experimental campaign to field test a number of low production videos about the importance of Ireland’s overseas aid budget to measure the impact the videos have on audiences in different constituencies. The messages were delivered by “people like me” aka people living in a particular location within Ireland talking to others who also live there.
The videos were then tested against videos with similar messages (unbranded INGO video) to understand what best resonates with the Irish pubic. The theory that people are more open to receiving messages from “people like them” was tested to gain a greater understanding of what engages/resonates well with the middle segments identified by the Worldview Research.
Participants were recruited and filmed in different locations throughout Ireland. A total number of 3 “people like me” videos were advertised on Facebook and Instagram during the month of September 2022. These ads were set to target those in the moveable middle segments identified by the Worldview Research – including the European Multilateralists, National Pragmatist and the Empathic Reactionaries.
The public’s engagement with and perceptions of the video were analysed both qualitatively and quantitatively, through focus group discussions and social media metrics.
The results of these will be available by end of November 2022. Below are the videos used in the experiment.
Resources
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